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Customer
Service
Programme
Membership Services
Moor Hall, Cookham
Maidenhead
Berkshire, SL6 9QH, UK
Telephone: 01628 427500
www.cim.co.uk/marketingresources
Customer
Service Programme
What it is
Customer service is what your business Excellence in customer service, using the
delivers to achieve customer satisfaction. idea of relationship marketing, can help you
Some businesses deliver physical products to retain customers. This means:
and may not see themselves as being a
service business. However, their customers They are less likely to go to your
still measure the business on the service competitors in the increasingly
that they experience both pre-sale and competitive markets where customers
after-sale. So customer service is an have more choice than ever
increasingly important part of a business. As satisfied customers, they will
activities. recommend you to others, resulting in
an increase in new business. It is said
A customer service programme consists of that it costs up to 10 times as much to
standards and training. All staff follow these win a new customer than to keep an
standards to ensure that service is existing one
maintained at the necessary level to keep They are less likely to tell other people
your customers happy. of bad experiences.
Customers experiencing poor service
Why it is important are likely to tell up to 20 people about
The goal of customer service is customer their experience, which is not a good
satisfaction. Customer satisfaction is what advertisement for your business. This
the customer feels subjectively and may deter others from even trying you
sometimes irrationally. There is all the out, and so you will not get the chance
difference in the world between a customer to impress them, even with the best or
being satisfied and being not dissatisfied. most innovative products and services
Most businesses would be quite happy if By focusing your attention on the
their customers scored them 5 or 6 out of 7 customers that have the highest
on satisfaction. However, research by Xerox potential lifetime value, you can improve
showed that these customers were 5 times profitability
more likely to go to a competitor than a Your staff will have a feel good factor
customer scoring a completely satisfied 7. because of the environment and
atmosphere that leads to happy
Marketing has moved from transactional customers. This can help to attract
marketing to relationship marketing. further new customers over time
Identify all internal customers involved in Carry out staff satisfaction surveys of
getting your product or service to the end internal customers to identify issues that are
customer. Ensure that they all understand important to your staff. This works on the
the impact they have on others in this principle that happy staff make happy
chain and are able to put themselves in customers.
the shoes of other employees .
Question Answer
How did the company ensure staff Top management set out to enthuse
were motivated to deliver excellent everyone to deliver service excellence
customer service? and they formalised crossfunctional
communication.
How do they reward staff without All staff get an equal share of the profits
destroying the team approach that exists? as well as an opportunity to win
individual prizes. This can develop
healthy competition to offer the best
service without this becoming destructive.