1. WELCOME TO UNIT 1 Hello everyone and welcome to Marketing. :-)
Can everybody hear me OK?
That is terrific. It’s great to see everyone.
My name is Marty McDermott and I will have the pleasure of being your professor for the next 10 weeks.
Please feel comfortable to call me Marty.
I thought it would be nice to start off and have everybody say “hello” and introduce yourself to everyone.

2. Tonight’s Agenda
Tonight I am going to review the following topics with you:
The syllabus,
the expectations for the course,
we will define customer service, relationships, theories and definitions in customer service

3. Kaplan University Grading Scale
Total Points
Letter Grade
Percentage
Grade Point A
93-100%
4.0 A-
90-92%
3.7 B+
87-89%
3.3 B
83-86%
3.0 B-
80-82%
2.7 C+
77-79%
2.3 C
73-76%
2.0 C-
70-72%
1.7 D+
67-69%
1.3 D
60-66%
1.0 F
0-59%
0.0

4. Assessments Number Points each Total Points Discussions 10 25 250
G CRITERIA/COURSE EVALUATION                                     TOP
Assessments
Number
Points each
Total Points
Discussions 10 25
250
Assignments 8 40
320
Quizzes/Exam 1 4 15 20 95
Learning Journals 2
Final Project
100
Seminars 9
135
Writing Assignment
Learning Activity
1000 Points

5. ebook COURSE MATERIALS TOP Textbook Information
Title:  The World of Customer Service  -3d edition Author(s):  Patty Gibson
ISBN:
Publisher: Cengage
Software Requirements
Microsoft® Office Professional® 2007 (or Later)
**Includes Microsoft Word®, Excel®, and PowerPoint®

6. Let’s Review: Working with the assignments
Start with the readings from the Unit
Proof, proof, proof – grammar and spelling matters. Using APA is recommended. See syllabus.
Apply the concepts and language of the course
Answer all the questions in terms of the key concepts of that unit
Additional research may be used. For example, if you are working with a video and wish to examine websites as well, that can only enhance your work.
Be thorough, especially when examining the website
If something is confusing, check with your professor

7. Unit 10 Headset and microphone
Unit 10 Directions It seems like a long time away, but unit 10 has a fun assignment that requires you to use a headset with microphone. You will be using some free software to create your own audiovisual presentation using Jing. Here is a link for the free download and also has an easy to follow overview video.    Please let me know if you have any questions. Best regards, Marty  JING INSTRUCTIONS: (Note: Jing is free and so is Screencast) Easy to follow directions Step1: Download a free version of Jing at   Step 2: Download the PDF of the instructions and print it out. Link below and in doc sharing.      Step 3: Insert the jack of your headset/microphone into your computer Step 4: when you install Jing, a big yellow ball will appear and then migrate to the top right of your computer screen. When you want to use Jing, just click on it and three smaller balls will protrude. Click on the left hand yellow ball with a cross on it and it will open up a screen for you (see the Jing instructions from this point on which is free on the site). You will click and drag the cross to include that portion of the screen you want to share with your audience. Easy to follow Tutorial Below (Click, watch this video link)   Step 5: Click on the small picture of the movie film to start your video but get ready with your microphone because Jing is starting in three seconds showing the screen you have selected in your PowerPoint. You can use your cursor to show your instructor or audience (for future employment for instance) around the project that you did. It works best when you use graphics and explain them, a chart, an outline, a few bulleted points etc. You can always stop your presentation by clicking the solid square button. Then just delete and start over. When you are satisfied with your final version Jing, make sure to select the emblem that means you want to share your Jing (it is the emblem with three arrows). It will now upload your Jing automatically to Screencast. Step 6: When you want to share your presentation, just download a free copy of Screencast (download at screencast.com). Then set up your free account, create a new folder. When you set up this new folder, choose the title and then click change and select the security setting you want (you might want to choose “hidden”). Then open the Jing file and click on “move contents.” Then click and drag your Jing into the new folder. Then click on My Library. After you open your new file, click on the new Jing, click on the share emblem again, copy, and paste the URL into a separate Word document for your files. Step 7: You are now ready to share your URL to share your presentation. Congratulations, you have done it! Tutorial Below    watch this video link) As you know, the unit 10 assignment requires the use of a headset and microphone. I just received a link from our curriculum manager suggest Amazon.com has some as low as $5. Here is a link in case you are interested.   

8. Odgers, P. (2008). The world of customer service, (2nd Edition), Mason, Ohio: South-Western Cengage Learning.

9. Let’s Review: Discussions
Opportunity to clarify
Work with material
Ask questions
Get help from instructor and classmates
Exchange ideas
Get feedback
And they are fun!

10. Let’s Review: How to do well in discussions
Pay attention to the rubric in your syllabus
Post early
Respond to at least two classmates
Apply the language and concepts from your readings in your responses
Interpret your own knowledge in terms of the course – personal experience is great, but apply your reading to it
Check out the key terms at the end of each unit – try to incorporate them
Use web based research where appropriate to make a point
Use material from previous units to link concepts
Be thoughtful, thorough, and substantive
Check frequently to see if anyone has asked questions
Anytime you are at your computer, and have a couple of minutes, drop in!

11. Let’s Review: Reviews Multiple choice quizzes Unit 5 and 8
Think the question through
Retake the quizzes as necessary

12. Let’s Review: Deadlines
All units close midnight EST on Tuesdays
If you are having a difficulty getting work in- Contact me BEFORE the deadline.
Discussion threads will be closed at that time and cannot be handed in late. Plan appropriately.
All unit reviews and projects are also due at that time
See the syllabus for late policies for projects
1-7 calendar days late = 20% penalty
8-14 calendar days late = 30% penalty
more than 14 days = automatic zero

13. Let’s Review: Seminars
Fun and helpful
Rewarding part of the online experience.
Opportunity to ask questions
Opportunity to interact with classmates
Day and time, as well as link to seminar room, will be posted by the instructor in the Announcements
You can review the recording (which will be posted as a link in an Announcement) if you are unable to attend
You must attend or you will be required to do the alternate assignment…a 2-3 page paper in order to receive any of the 15 points

14. Course Description
Course Description - In this course, students will learn how companies can develop customer loyalty and address personalized customer needs. Students will apply concepts learned to real world scenarios and learn how to recapture previous customers and acquire new ones through effective relationship-building strategies. On-line communications tools and call center strategies will also be examined.
Read slide

15. Question
How would you define customer service?

16. Customer Service
The process of satisfying a customer, relative to a product or service, in whatever way the customer defines his or her need (Odgers, 2008)
Anything we do for the customer that enhances the customer experience (Harris, 2007)
Examples

17. Question
So why do you think excellent customer service is so rare?

18. Customer Satisfaction
The customer’s overall feeling of contentment with a customer interaction (Harris, 2007)
The state of mind that customers have about a company and its products or services when their expectations have been met or exceeded.
3 types of customer satisfaction – Satisfaction, Dissatisfaction, over joy and wow

19. Cost of Losing a Customer
Lifetime customer worth

20. Are all customers create equal?
Yes No
Why?
Why not?
Tiered Service System

21. Relationships
The relationship era

22. The Center of All Business Activities

23. What does exceptional customer service mean to you?
The product or service was delivered in the manner I expected.
I got some money back or a credit on my account without any hassles.
I’ve never experienced exceptional customer service.
My expectations of the company were exceeded by the service I received.

24. Do you feel that customer service has taken a back seat to profitability in today’s business economy?
Yes No

25. Food Service Both Neither
Think about the last time you went out to eat somewhere other than a fast-food restaurant. What do you remember most about the experience—the food or the service?
Food
Service
Both
Neither

26. Mission Statement, Values, and Goals of Customer Service
Examples of Mission Statements
“Good service is good business”
“We are ladies and gentlemen serving ladies and gentlemen”

27. External and Internal Customers
External customers
Customers whose needs we traditionally think of serving, who purchase and use a company’s products and services
Internal customers
People or departments within a company that rely on colleagues to provide the support they need to serve their own internal and external customers

28. Employment Growth for Customer Service Representatives (CSRs)
According to the U.S. Bureau of Labor Statistics
Service related jobs are expected to increase at a faster rate than all other occupations.
Specifically, the CSR occupation is expected to increase from 2,063,000 jobs in 2004 to 2,534,000 jobs in 2014.

29. The Evolving Role of Customer Service
The “New Customer Economy” is characterized as a power shift from companies to their customers.
Traditionally, customer service was delivered in the Customer Service Department.
Today, everyone in an organization must deliver exceptional customer service to all customers.

30. Multichannel Customer Contact Points
Customer contact occurs through many channels
In person
On the phone
Through written communications
Online

31. The Role of a CSR
In general, the role of a customer service representative is to
Answer questions
Solve problems
Take orders
Resolve complaints

32. Customer-Centric Service Worldview
A customer-centric organization puts customers first, is service-oriented, and listens to, develops, and satisfies a loyal, repeat customer base.
A customer-centric customer service representative understands how important it is to value and be respectful of the customer’s point of view.
© 2012 Cengage Learning. All Rights Reserved.

33. Customer Service Goals
Setting Goals
Planned goals ensure that daily business decisions are customer-focused.
Reviewing goals helps an organization adapt to changes in customers’ needs, desires, and expectations.
Examples of Goals
“Good service is good business.”
“Our customers are #1.”
© 2012 Cengage Learning. All Rights Reserved.

34. Customer Service Challenges
1. “Power shift” from companies to their customers who can now use social media applications to influence their purchasing decisions
2. Internet, mobile/wireless technologies, and social networks that have changed the way people seek out services and choose to shop
© 2012 Cengage Learning. All Rights Reserved.

35. Identifying the Customer
External Customer
Customers whose needs we traditionally think of serving, who purchase and use a company’s products and services
Internal Customer
People or departments within a company that rely on colleagues to provide the support they need to serve their own internal and external customers
© 2012 Cengage Learning. All Rights Reserved.

36. To have control and options
Needs of Customers
To feel welcome
To be understood
To be treated fairly
To have control and options
© 2012 Cengage Learning. All Rights Reserved.

37. Characteristics of the Social Customer
Turns to friends and online networks for advice and recommendations
Is vocal about buying experiences
Is savvy, confident, and fast when using the Internet
Wants complaints or comments heard and taken into consideration
Connects good and bad customer service directly to future purchasing decisions
© 2012 Cengage Learning. All Rights Reserved.

38. Examples of Social Media
CUSTOMER SERVICE “LISTENING TOOLS”
Facebook
Twitter
Blog
Internet Forum
YouTube
Yelp
© 2012 Cengage Learning. All Rights Reserved.

39. Multichannel Customer Contact Points
In Person
On the Phone
Written Communications
Online
© 2012 Cengage Learning. All Rights Reserved.

40. Tiered Service
Tiered service refers to customer service that is fundamentally interrelated with a customer’s actual or potential value as a consumer.
A common example of tiered service is an airline’s coach class, business class, and first-class ticketing system.
Remember that customers should never feel they are getting a certain level of service because they are buying a certain level of business.
© 2012 Cengage Learning. All Rights Reserved.

41. Any Questions?
Thank you for attending!
See you next week!
Instructor will post the link to the recording of tonight’s seminar in the course Announcements.