Customer Service Excellence:How to Provide High Quality Service CMM 321 ADVERTISING SKILLSBOOK REVIEW PRESENTATIONJUNE 16, 2016

Author: Debra J. MacNeill

Debra J. MacNeill is currently considered a "single author.".

Chapter 1 Building a FoundationoThe author emphasizes the importance of customer satisfaction and what can happen if their wants and needs are not met.

o As a provider of goods or services, you are responsible for treating your customers with service that mirrors an essential admiration for their support.

oYou cannot be afraid of complainers.

oListening to customer complaints can build better customer relationship, this is just one of many ways you can improve your business. ”You need to know who your customers are and specifically what they want from your business or service.” (page 13) Provide a customer survey!

Chapter 2 Understanding Your CustomersoChapter 2 focuses on identifying what influences customer behavior, how to respond to customer needs, and identifying the role emotions play in customer behavior. “If you can project an image of enthusiasm for your work, a degree of sensitivity for others, concern for the happiness and pleasure of your customers as you do business with them, you are very likely to win their loyalty.” (page 31)

oI learned that these are keys that will help keep customers coming back. At the end of the chapter the author mentions a few ways on how to make customers feel good: smile sincerely, be genuine when it comes to your customer and their needs, treat your customers with respect, and lastly put your customers at ease.

oThe way you treat your customers and make them feel is a big part of customer service.

Chapter 3 Uncovering Customer NeedsoChapter 3, the author mainly focuses on the importance of probing for customer needs and also asking open-ended questions. Probing is when you physically explore or examine something with hands or an instrument.

oProbing requires the ability to focus on specific wants or problems customers are expecting in order to present practical options to suit the specific situation. You are responsible for making sure that your customer is satisfied therefore you will have to uncover those needs and solve problems so that you have happy customers.

oThere are two types of questions: open and closed. Open questions are what you want to ask your customers to build a relationship with them. Open questions generally start with who, what, when, which, why, tell me, or describe.

Chapter 4 Communication is the Key oChapter 4 explains what verbal and nonverbal messages are. Gestures, facial expressions, and voice tone and inflection can change the intended meaning of the message.

oIt is important to pay attention to both verbal and nonverbal messages because you always want to send a positive message to your customers. On page 47, the author list 10 body language examples and their meanings.

oUnderstanding how voice tone and inflection changes the meaning of words can help you choose the most positive way to communicate your messages. It is not always what you say, but how you say it.

Chapter 5 A Five-Step Approach to Problem ResolutionoChapter 5 educates you on the five simple steps to address any customers problem. The five step approach: 1) acknowledge the customer, 2) assess the situation, 3) affirm your understanding, 4) analyze alternatives, 5) agree on a plan.

oAfter resolving the issue it is likely to keep the customers loyalty and minimize criticism the customer may have about the quality of your product or service.

oThe author provides practice problems after elaborating on each step. This ensures you that you understand what do when you come across a problem with a customer.

Chapter 6 Lasting ImpressionsoChapter 6 provides tips and examples on how to effectively close customer encounters in person and over the telephone.

oI learned that it is important to bring customer encounters to an effective close because the last few minutes can undo all the good work you have done if the customer leaves feeling dissatisfied or even unappreciated.

oA proper closing provides an opportunity to ensure that you have met the customer’s needs.

oThis chapter also explains to you what to do when the answer is no. it is possible to say no with positive results by using facts, being firm but gentle, remaining calm, using facts instead of excuses, or maybe offering other alternatives.

Would I recommend this book to other students?

I would definitely recommend this book to other students because it goes into great detail about every thing that you need to know about customer service. This book give examples and step by step tips every chapter. The author made sure that she explained everything, as if the reader does not know anything about customer service. I love how every chapter the author provides practice problems after each concept. For example, in chapter 4 on page 46, the author ask you to read the following descriptions of gestures, positions, or facial expressions, and write down what you think each communicates. She also has reviews at the end of every chapter. This indicates that MacNeill wants to make sure that you get the experience you need to improve your customer service skills. The book was very detailed and straight forward.