Overview of chapter 9
A service strategy starts by looking at a company through the customers' eyes. First, you have to know your customers: who are they, what are their needs, what will motivate them to use your service, why they do business with you, why they don't do business with your competitor? By now, you will have realised that this subject has been organised into manageable sections, but inevitably the issues sometimes overlap; together they form part of an overall process designed to encourage service excellence.
Service is about anticipating, determining and meeting the needs of the customer and this requires considerable skill. In this chapter we will attempt to develop this skill in order to fulfil better the needs of the customer. We continue the theme in this chapter by considering the positive approach or manner needed to establish and maintain rapport with your customer. You also need to genuinely care about your customers and attempt to exceed their expectations. A discussion of these attitudes will form the second part of this chapter.
Topics
The topics to be studied in this chapter are:
- 9.1 Identifying and fulfilling customers' needs and expectations
Initial impressions: starting out right
Identifying customer needs
The right amount of attention - 9.2 The right attitude: the right approach
Maintaining a positive attitude
Positive attitudes offer a formula for success
Promise good. Deliver great!
Showing that you care
What is in it for you? - 9.3 Know your competition
Key questions about competitors - 9.4 A note on ethics in customer service
Learning outcomes
When you have completed this chapter, you should be able to:
- identify and explain the tools for determining customer's needs;
- discuss sources of product and service knowledge;
- identify your competitors and utilise the knowledge of their service for improvement;
- understand and discuss the importance of the "right" attitude and a positive approach towards service;
- discuss how you can exceed customer expectations, using examples to illustrate your understanding;
- outline the importance of customer care providing examples from your own organisation to illustrate your understanding.
