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BEHAVIOR SCIENCE
Behavioral science is concerned with the study of human and animal behavior. Scientists in this field looks at individuals and their behavior along with the behavior of societies, groups, and cultures, as well as processes that can contribute to specific behaviors Deals primarily with human action and often seeks to generalize about human behavior in society
SEQUENCE EFFECTS: People recall a few significant moments vividly and gloss over the others- they remember snapshots, not movies People prefer a sequence of experiences that improve over time All assessments of the experience thats based on three factors: sequence of pain or pleasure, the high & low points, & the ending
There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else. Sam Walton, Founder of Wal-Mart DURATION EFFECTS: People who are mentally engaged in a task dont notice how long it takes Increasing the number of segments in an encounter lengthens its perceived duration
PRINCIPLE 1
Rule 1: The customer is always right. Rule 2: If the customer is ever wrong, re-read Rule 1 (Stew Leonard)
PRINCIPLE 2
In the world of Internet Customer Service, its important to remember your competitor is only one mouse click away." Doug Warner
PRINCIPLE 3
If you work just for money, youll never make it, but if you love what youre doing and you always put the customer first, success will be yours. Ray Krock
BUILD COMMITMENT THROUGH CHOICE: People are happier and more comfortable when they believe they have some control over a process, particularly an uncomfortable one i.e. different rates of berth in airplane or train, patient disease alternative treatment For instance Xerox
PRINCIPLE 4
It is not the employer who pays the wages. Employers only handle the money. It is the customer who pays the wages. Henry Ford FINISH STRONG: Also called service bookends The end is far more important because it's what remains in the customers recollection Company is better off with a relatively weak start and a modest upswing at the end than with a boffo start and a so-so ending Peoples innate preference for improvement
PRINCIPLE 5
Get closer than ever to your customers. So close, in fact, that you tell them what they need well before they realize it themselves. Steve Jobs GIVE PEOPLE RITUAL AND STICK TO THEM: Ritual are particularly important in long term, professional service encounter Behavioral science observe that these rituals provide an implicit standard for evaluating service encounter