Customer Service Marketing

Customer Service Terms  Customer Service as a Function:  A department or function of an organization that responds to inquiries or complaints from customers of that organization.  Customers may communicate in person or via written correspondence, & toll telephone.  Customer Service as a Process:  Governing philosophy that oversees the business as a whole  Example: Customer’s Always Right

Top Ten Customer Service Companies *MSN Money CompanyApproval Rating AmazonExcellent Rating: 57.3% MarriotExcellent Rating: 42.6% HiltonExcellent Rating: 41.8% UPSExcellent Rating: 41.3% FedExExcellent Rating: 40.6% GoogleExcellent Rating: 39.5% State FarmExcellent Rating: 37.9% SamsungExcellent Rating: 36.5 Trader’s JoeExcellent Rating: 36.2% Lowes Excellent Rating: 35.9%

Worst Ten Customer Service Companies *MSN Money CompanyApproval Rating Bank of AmericaPoor Rating: 23.4% ComcastPoor Rating: 21.2% Dish NetowrkPoor Rating: 19% CitigroupPoor Rating: 15.4% Wells FargoPoor Rating: 16.8% AT&TPoor Rating: 14.6% DiscoverPoor Rating: 14.4% DirectvPoor Rating: 14.4% Time Warner CablePoor Rating: 14.3% American Express Poor Rating: 14%

Situations where customers become difficult  Customers want something against company policies.  Problems with merchandise Broken or damaged Lack of need-gift Wrong size Changed mind  Problems with company Account errors-date entry errors Rude treatment by an employee  Illegal activity Stealing from store

Reasons for handling difficult customers Customers that have had an issue resolved efficiently and professionally are more loyal. It is important to build a strong clientele. Even difficult customers generate revenue Word of mouth about handling situations well will spread. It impacts the company’s image. It can aid in the development of a competitive advantage. All of the above contributes to profits.

Handling Customer Complaints  Complaints are a not necessarily a bad thing!  Complaints give the business an opportunity to learn something that might improve service and stop the problem from reoccurring  Only 4-8% of customers share their concern  non-complainers are a problem because the business never has a chance to address the issue

General guidelines for handling difficult customers Customer TypeHow to Handle ArgumentativeAsk simple, polite questions ImpatientAgree on common points Leave me aloneBe patient Irritable / MoodyBe positive InsultingBe neutral ComplainRespect their thoughts Domineering / Superior Let them have their say SuspiciousExplain and demonstrate good service Slow / MethodicalDon’t overwhelm them DishonestDon’t jump to conclusions

Procedures for Handling Difficult Customers  Listen – completely and openly  Take the customer aside – to ease tension  Restate – to show you understand  Get help – if needed, from a supervisor  Establish a plan – Agree on a plan of action and follow through

Customer Service Assignment #1 (Individual)  Customer Service Acronym or ACROSTIC  Students will create an acronym for customer service that depicts qualities or descriptions of customer service. OR  Create an Acrostic for CUSTOMER SERVICE that depicts qualities or descriptions of customer service (Can use one word or be a continuous Statement)

Customer Service Assignment #2 (Individual)  Using Construction Paper; create a Top Ten List for Keys to Customer Service  Title Your Top Ten with Your Name Ms. Shaffer’s Customer Service Commandments  Order your list from least to most important  10 – 1  Include at least one picture to support your list  Neatness counts.

Assignment #3 (1 -3 students)  Students will have the option to either create a role-play demonstrating the correct way to handle customer service, create a song or rap, or create a comic strip demonstrating customer service.  See handout for group dynamics and requirements

Assignment