chapter 10: encouraging customer loyalty...4 © 2012 by robert w. lucas trust and customer service...
TRANSCRIPT
© 2012 by Robert W. Lucas
Chapter 10: Encouraging
Customer Loyalty
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© 2012 by Robert W. Lucas
Learning Outcomes
• 10-1 Establish and maintain trust with customers.
• 10-2 Explain customer relationship management and explain its importance to quality service.
• 10-3 Develop the service provider characteristics that will enhance customer loyalty.
• 10-4 Describe the provider’s responsibility for establishing and maintaining positive customer relationships.
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© 2012 by Robert W. Lucas
Learning Outcomes
• 10-5 Identify strategies that can be used to make customers feel like they are number one.
• 10-6 Discuss strategies that can enhance customer satisfaction.
• 10-7 Define quality service.
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© 2012 by Robert W. Lucas
Trust and Customer Service
• Customer loyalty
• Trust and customer relationships
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© 2012 by Robert W. Lucas
Trust and Customer Service
• The dimensions of customer trust and loyalty
– Experience
– Knowledge
– Deference
– Reference
– Glitz
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© 2012 by Robert W. Lucas
Trust and Customer Service
• Strategies for Building Trust
– Communication
– Display caring
– Be fair
– Admit errors
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© 2012 by Robert W. Lucas
Trust and Customer Service
• Strategies for Building Trust
– Trust your customers
– Keep your word
– Provide peace of mind
– Take responsibility for customer relationships
– Personalize your approach
– Keep and open mind
– Individualize service
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© 2012 by Robert W. Lucas
Trust and Customer Service
• Strategies for Building Trust
– Show respect for the customer
– Elicit feedback
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© 2012 by Robert W. Lucas
Customer Relationship Management
• What is CRM?
• CRM Concept
• Fostering relationships with CRM
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© 2012 by Robert W. Lucas
Customer Relationship Management
• The benefits of CRM
– Costs
– ROI
– Loyalty
– Profitability
– Targeted marketing
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© 2012 by Robert W. Lucas
Channel Partnerships
• The Role of Channel Partnerships
• Types of Channel Relationships
– Transactional
– Tactical
– Strategic
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© 2012 by Robert W. Lucas
Service Provider Characteristics
• Characteristics that affect customer loyalty
– Responsiveness
– Adaptability
– Communication skills
– Decisiveness
– Enthusiasm
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© 2012 by Robert W. Lucas
Service Provider Characteristics
• Characteristics that affect customer loyalty
– Ethical Behavior
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© 2012 by Robert W. Lucas
Service Provider Characteristics
• Characteristics that affect customer loyalty
– Taking initiative
– Knowledge
– Perceptiveness
– Ability to plan
– Problem solving ability
– Professionalism
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© 2012 by Robert W. Lucas
Making the Customer Number One
• Service churn
– Define
• Initial contact
• Rapport
• Identify/satisfy needs
• Exceed expectations
• Follow up
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© 2012 by Robert W. Lucas
Customer Service Strategy
• Increased satisfaction = increased profits
• Tips
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© 2012 by Robert W. Lucas
Customer Service Strategy
• Quality
– Define
• Total Quality Management (TQM)
– Define