customer service strategy

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CustomerService

Strategy


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Steps in Identifying A Service Strategy

• Determine the most important service

attributes for meeting and exceeding

customers’ expectations.

• Determine the most important service

attributes on which competitors are

most vulnerable.


• Determine existing and potential service

capabilities of our company

• Develop a service strategy that

addresses important, enduring customer

needs, exploits competitor vulnerabilities,

and fits our company’s capabilities and

potential

Steps in Identifying A Service Strategy


Four Core Elements of

Service Strategy

Service Reliability

Service Surprise

Service Recovery

Service Fairness


Service Reliability

Reliability refers to accurate and dependable

service; it refers to keeping the service promise

Service Surprise

Surprise means finding ways to make the

customer say “wow, these folks are good”; it

comes from the unexpected extra.


Service Recovery

Recovery involves regaining the customers’

confidence if the service is deficient; it means

standing behind the service

Service Fairness

Fairness requires a level playing field for

company and customer; business is conducted

in an ethical arena.


Service

Reliability

Companies that continuously

nurture the values of

accuracy and dependability

prevent many errors caused

by carelessness

Service Reliability is

Attitude


Service Reliability is Design

Service

Reliability

• Dependability and accuracy can be designed

into service system. • Not all service mistakes stem from

carelessness. Frequently, the real culprit is a

needlessly complicated and failure-prone

service system. The flaw is in the design.


Service Surprise

Surprising Customers

with Details

Great service companies “major

in minors”. They use details to

be different and to signal

customers that the company is

special.


Service Surprise


with Details

The “wow” is the total service

experience; it is 101 little things

done with the customers’

interest uppermost in mind.


Service Surprise


with Extra Efforts

Companies earn extra credit

with customers through extra

effort. Customer remember

when service providers go out

their way to help them, when

they refuse to give up until a

persistent problem is solved.


Service Recovery

Critical Importance of

Effective Recovery Service

Research finding reveals that

customers in general are far

more forgiving of a service

failure when the company

makes a sincere, concerted

effort to remedy the problem.


Service Recovery

Satisfactory recovery service

sharply increases customers’

willingness to recommend the

firm and significantly improves

their perceptions of overall

service quality.

Critical Importance of

Effective Recovery Service


Service Recovery

Essential Steps in

Recovery Service

• Teach the Importance of Recovery Service

• Identify Service Problems

• Resolve Problems Effectively

• Improve the Service System


Service Fairness

Customers expect service

companies to treat them fairly;

they become angry and

mistrustful when they perceive

otherwise.


Service Fairness

Fairness is not a separate

dimension of service but, rather,

touches all customer

expectations.


Service Fairness

Customers expect service

companies to keep their

promise (reliability), to offer

clean, comfortable facilities

(tangibles), to give prompt

service (responsiveness), to

be competent and courteous

(assurance), and to extend

caring, individualized

attention (empathy).


Source of Reference:

Leonard L. Berry, On Great Service : A Framework

for Action, The Free Press

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