Customer Care Excellence: How to Create an Effective Customer Focus (Customer Care Excellence: How to Create an Effective Customer Care)

Cook, Sarah

Published by Kogan Page
ISBN 10: 0749457058 / ISBN 13: 9780749457051
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Synopsis: With more choice than ever before, customers today have high expectations of products and services. Businesses need a top-notch customer services system in place, and Customer Care Excellence explains how to achieve just that. 

In clear, practical language, this book explains how to develop and sustain a customer-service focus within a company. Emphasizing both strategic and practical aspects of customer service, the author explains how gaining customer commitment and motivating employees to deliver excellent service can ensure successful results and satisfied customers. 

This new edition includes material on how online technology has affected customer service, illustrated with examples from Virgin, Tesco and eBay. With clear diagrams and each chapter ending with an action checklist, Customer Care Excellence is an up-to-date guide to maintaining quality customer service.

About the Author: Sarah Cook is a management development consultant who specializes in leadership, service excellence, and culture change.  She is currently Managing Director of the Stairway Consultancy. She previously worked as a marketing manager for Unilever and as Head of Customer Care for a retail management consulting firm.

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Title: Customer Care Excellence: How to Create an ...
Publisher: Kogan Page
Binding: PAPERBACK
Book Condition: New

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Book Description Kogan Page Limited/Viva Books, 2011. Softcover. Book Condition: New. First edition. Today?s consumers are sophisticated, well informed and have high expectations of the services they want to receive. They want greater choice, speed of service, convenience and will not be "sold to" or manipulated. Companies that do not face up to these changes will lose market share. This fully updated sixth edition of Customer Care Excellence recognizes these trends and demonstrates in a clear, practical way how to develop and sustain a customer-service focus. The book places great emphasis on the strategic aspects of customer care ? gaining commitment, listening to customers, developing a customer-care ethos and motivating employees to deliver excellent service ? ensuring successful results. It explains how to exceed customer expectations at the front line, creating a memorable customer experience and encouraging an emotional connection with the brand. This edition also includes: ? investigation into the effects of blogging and social networking on customer behavior ? additional information on how employee engagement leads to customer engagement ? new material on employee training methods, covering the use of podcasts, webcasts and videos ? updated international case studies, plus new examples from Virgin, Aviva and eBay This fully updated edition is essential reading for all those in business looking to improve their customer care, and consequently improve profits, employee morale, standing and reputation. Contents: An introduction to customer care : Service in a competitive environment ? The changing nature of customer service ? Changing customer behaviour and expectation ? Customer retention ? What is excellent service? ? Personal versus material service ? Embracing change ? Contact centres ? The internet ? Social networking ? Customer Relationship Management (CRM) ? How to create a customer focus ? The service/value chain ? Summary ? Action checklist ? How managers need to drive and support a service strategy: Start from the top ? Mission and vision ? Values ? Objectives ? Strategy ? Summary ? Action checklist ? Listening to customers : Barriers to listening ? The monitoring of complaints and compliments ? The value of listening to customers ? Monitoring customer satisfaction ? Where and when to measure ? Measuring customer loyalty ? Continuous improvement ? Involving employees when you measure ? Recognizing achievement ? Involving head office departments in the measurement process ? Canvassing the view of other stakeholders ? Best practice benchmarking ? Balanced scorecard ? Summary ? Action checklist ? Implementing a service excellence strategy : Continuous improvement ? Marketing a service strategy ? Managers lead the way ? High or low key? ? Summary ? Action checklist ? Empowerment and ownership : Valued people value customers ? Myths about empowerment ? What should organizations do to encourage empowerment? ? Service recovery and empowerment ? Employee engagement ? Summary ? Action checklist ? The internal customer : Everyone has a customer ? Developing understanding of internal customer needs ? Process improvement ? Don?t forget suppliers, alliances and partners ? Standards and charters ? Service-level agreements ? Suggestion schemes ? Employee engagement ? Summary ? Action checklist ? Training and development for customer service : The growing importance of training and development in customer service ? Identifying training and development objectives ? Training and development for managers ? Managers as facilitators ? Customer service training for front-line and support staff ? The learning organization ? Build customer service into all training and development activities ? Review and refresh training and development ? Summary ? Action checklist ? Communications : Disseminating the message ? Developing a communications strategy ? Sell don?t tell ? Reinforcing the mess Printed Pages: 288. Bookseller Inventory # 55174

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ISBN 10: 0749457058 ISBN 13: 9780749457051
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Book Description Kogan Page Limited/Viva Books, 2011. Softcover. Book Condition: New. First edition. Todayâs consumers are sophisticated, well informed and have high expectations of the services they want to receive. They want greater choice, speed of service, convenience and will not be "sold to" or manipulated. Companies that do not face up to these changes will lose market share. This fully updated sixth edition of Customer Care Excellence recognizes these trends and demonstrates in a clear, practical way how to develop and sustain a customer-service focus. The book places great emphasis on the strategic aspects of customer care â" gaining commitment, listening to customers, developing a customer-care ethos and motivating employees to deliver excellent service â" ensuring successful results. It explains how to exceed customer expectations at the front line, creating a memorable customer experience and encouraging an emotional connection with the brand. This edition also includes: ⢠investigation into the effects of blogging and social networking on customer behavior ⢠additional information on how employee engagement leads to customer engagement ⢠new material on employee training methods, covering the use of podcasts, webcasts and videos ⢠updated international case studies, plus new examples from Virgin, Aviva and eBay This fully updated edition is essential reading for all those in business looking to improve their customer care, and consequently improve profits, employee morale, standing and reputation. Contents: An introduction to customer care : Service in a competitive environment ⢠The changing nature of customer service ⢠Changing customer behaviour and expectation ⢠Customer retention ⢠What is excellent service? ⢠Personal versus material service ⢠Embracing change ⢠Contact centres ⢠The internet ⢠Social networking ⢠Customer Relationship Management (CRM) ⢠How to create a customer focus ⢠The service/value chain ⢠Summary ⢠Action checklist ⢠How managers need to drive and support a service strategy: Start from the top ⢠Mission and vision ⢠Values ⢠Objectives ⢠Strategy ⢠Summary ⢠Action checklist ⢠Listening to customers : Barriers to listening ⢠The monitoring of complaints and compliments ⢠The value of listening to customers ⢠Monitoring customer satisfaction ⢠Where and when to measure ⢠Measuring customer loyalty ⢠Continuous improvement ⢠Involving employees when you measure ⢠Recognizing achievement ⢠Involving head office departments in the measurement process ⢠Canvassing the view of other stakeholders ⢠Best practice benchmarking ⢠Balanced scorecard ⢠Summary ⢠Action checklist ⢠Implementing a service excellence strategy : Continuous improvement ⢠Marketing a service strategy ⢠Managers lead the way ⢠High or low key? ⢠Summary ⢠Action checklist ⢠Empowerment and ownership : Valued people value customers ⢠Myths about empowerment ⢠What should organizations do to encourage empowerment? ⢠Service recovery and empowerment ⢠Employee engagement ⢠Summary ⢠Action checklist ⢠The internal customer : Everyone has a customer ⢠Developing understanding of internal customer needs ⢠Process improvement ⢠Donât forget suppliers, alliances and partners ⢠Standards and charters ⢠Service-level agreements ⢠Suggestion schemes ⢠Employee engagement ⢠Summary ⢠Action checklist ⢠Training and development for customer service : The growing importance of training and development in customer service ⢠Identifying training and development objectives ⢠Training and development for managers ⢠Managers as facilitators ⢠Customer service training for front-line and support staff ⢠The learning organization ⢠Build customer service into all training and development activities ⢠Review and refresh training and development ⢠Summary ⢠Action checklist ⢠Communications : Disseminating the message ⢠Developing a communications strategy ⢠Sell donât tell ⢠Reinf. Bookseller Inventory # 55174

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