The World of Customer Service, 2e Odgers
1Chapter 3
Chapter 3Chapter 3Customer Behavior, Customer Customer Behavior, Customer
Loyalty, and Exceptional ServiceLoyalty, and Exceptional Service
ObjectivesDescribe customers’ buying behavior relative to their basic needs.Distinguish between customer satisfaction and customer loyalty.State the relationship between customer expectations and customer perceptions.Describe methods companies use to measure customer satisfaction.
The World of Customer Service, 2e Odgers
2Chapter 3
Understanding Customer Understanding Customer BehaviorBehavior
Basic Customer Behavior involves:
Why they buyHow they buyWhat causes them to return
Four Customer Needs:1. Need to be
understood2. Need to feel
welcome3. Need to feel
important4. Need for comfort
The World of Customer Service, 2e Odgers
3Chapter 3
Earning Customer LoyaltyEarning Customer Loyalty
Tips to Earn Repeat Business from CustomersAsk questions
Be honest
Fix problems
Learn from the competition
Back up your company’s promises
Offer one-stop service
Build on emotion-friendly service culture
The World of Customer Service, 2e Odgers
4Chapter 3
Customer TurnoffsCustomer Turnoffs
Value turnoffsInclude inadequate guarantees, a failure to meet quality expectations, and high prices relative to value received
System turnoffsInclude irritations relative to the way a company delivers its products or services
People turnoffsInclude showing lack of courtesy or attention, showing an unprofessional behavior, projecting an indifferent attitude
The World of Customer Service, 2e Odgers
5Chapter 3
Offering Exceptional Offering Exceptional Customer ServiceCustomer Service
Exceptional customer service occurs when the customer gets more than they expected
Customer expectationsWhat a customer wants before a transaction
Customer perceptionsWhat a customer identifies as quality of service during and after the transaction
The World of Customer Service, 2e Odgers
6Chapter 3
Critical First ImpressionsCritical First Impressions
“You never get a second chance to make a first impression”
Baseline standardThe minimum level of service it takes to satisfy customers under ordinary circumstances
The World of Customer Service, 2e Odgers
7Chapter 3
EmpowermentEmpowerment
“Giving somebody power or authority”
BenefitsThe elimination of nearly all multilevel problem solving that involves management
An empowered staff reduces the amount of time customers spend reaching satisfactory conclusions
The World of Customer Service, 2e Odgers
8Chapter 3
Measuring Customer Measuring Customer SatisfactionSatisfaction
Customer satisfaction is in the eye of the beholder (the customer)
The best way to measure customer service is to
Ask Your Customers
The World of Customer Service, 2e Odgers
9Chapter 3
Measuring Customer Measuring Customer SatisfactionSatisfaction
When customers are asked about the level of service they receive, it
Helps the company set realistic goals and monitor trendsProvides critical input for analyzing problem areasAssists the company in monitoring progress toward improvementsKeeps the company close to its customers
The World of Customer Service, 2e Odgers
10Chapter 3
Measurable CustomerMeasurable CustomerService StandardsService Standards
Examples:Answer telephones by the third ring.
Serve hot food at a temperature of at least 140 degrees.
Smile and greet all guests within 10 feet of you.
Respond to each shopper, so that he or she does not stand in line more than two minutes.
Offer bellman or concierge service to every hotel guest.
Speak professionally to clients and avoid the use of slang expressions.