Dealing With Angry Customers and the importance of Customer Service Sports and Entertainment Marketing

Why is Customer Service Important?

Customer Service 0 Customer Service refers to the performance of value-added activities designed to enhance and facilitate the sale and fully satisfying use of a product before, during, and after the sale

Customer Service 0 CS includes a wide array of activities, such as: Providing information, technical assistance and order processing Timely delivery, installation, maintenance, and product repair

Customer Service 0 CS can be seen as: A powerful way to build goodwill and engender trust because it shows that the salesperson is not opportunistic An investment in customer retention and future sales A strategy for increasing customer satisfaction and customer loyalty resulting in repeat purchases, increased revenues, and higher profits

Customer Satisfaction 0 Keeping satisfied customers is a lot cheaper than finding new ones 0 Studies have shown that it is five to six times more costly to attract new customers as to keep current ones

Reasons for a Customer Complaint 0 Complaints about products 0 Faulty design or poor product quality 0 Improper labeling (e.g., incorrect size, color, material, etc.) 0 Improper buying decisions (e.g., lack of information, improper product use, lack of assistance by the salesperson, etc.)

The Dissatisfied Customer 0 Dissatisfied customers can have an extremely negative impact on companies and their salespeople because: 0 Customers are less likely to buy again if a problem is not resolved satisfactorily 0 Dissatisfied customers are likely to switch suppliers 0 Dissatisfied customers are likely to tell other people about their bad experience

How to Deal with a Customer Complaint 0 Customer complaints are opportunities to improve relationships with customers 0 Some guidelines for handling customer complaints are: 0 Anticipate customer complaints and resolve them before the customer expresses them 0 Listen closely to complaint without interrupting 0 Never belittle a complaint 0 Encourage customers to talk and fully express their feelings

Continued… 0 Never argue with customers or take their complaints personally 0 Record the facts as the customer sees them 0 Let customers know you understand their complaints 0 Empathize with the customer and see the problem from his or her view 0 Don't make excuses for service problems nor criticize service personnel

Walmart 0

Scenario 0 A woman calls a carpet cleaning company to utilize a special coupon she received in the mail to clean three carpets at a discounted price. The appointment is set and the cleaning crew arrives on time and gets to work while the woman heads off to run some errands. 0 Upon returning home, the crew is gone and as she wanders through the areas cleaned, she notices a large yellow stain the crew was unable to remove. She calls the company to compain…..

0 You are going to write two scripts involving this scenario. One script should show how not to handle a customer complaint, and the other should show how to properly handle the same complaint.