STRATEGIC CUSTOMER SERVICE : Managing the Customer Experience To Increase Positive Word of Mouth, Build Loyalty, and Maximize ProfitsJohn Goodman
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Insights & Strategies For Managing Customer Experience To Increase Positive Word-Of-Mouth, Build Loyalty & Maximize Profits
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- Detail Description
Any organization can win more customers and increase sales if they learn to be more strategic with their customer service. True to its title, Strategic Customer Service contains the keys to integrating customer service into a company’s business model. It is filled with excellent anecdotes and insightful methods that address how customer service is critical to a company’s success.
When customers complain, employees respond. The typical service model is riddled with holes. What about people and businesses who never speak up, but never come back? Learn to actively reach out, prevent problems, and resolve issues in ways that boost loyalty. You can transform customer service into proactive, preventive, strategic function and reap benefits far exceeding investment – often 10 to 20 times more.
This book focuses on the strategic aspects of customer service and how businesses can enhance the customer experience to achieve various positive outcomes, including increased positive word of mouth, improved customer loyalty, and ultimately, higher profits.
The central theme of the book revolves around the idea that exceptional customer service goes beyond just addressing immediate customer concerns; it involves creating a comprehensive strategy to optimize the overall customer experience. By doing so, businesses can cultivate loyal customers who not only return for repeat purchases but also spread positive recommendations about the brand, contributing to organic growth.
Strategic Customer Service is a data-packed roadmap that shows you how to anticipate and prevent problems while creating a can-do, risk-taking frontline staff that boosts loyalty. This new edition of a landmark book distills decades of research on the impact of great versus mediocre service, and specifically expands on five areas :
1. Customer Engagement
2. Outsourcing the right way
3. The Voice Of The Customer (VOC)
4. Low-effort technology
5. Staff empowerment and retention
Also , while the first edition focused heavily on large companies serving consumers, this updated second edition adds a focus on business-to-business (B2B) customers as well as start-ups and medium-sized businesses.
Drawing on over thirty years of research for companies such as 3M, American Express, Chick-fil-A, USAA, Coca-Cola, FedEx, GE, Cisco Systems, Neiman Marcus, and Toyota, his strategic book challenges conventional business wisdom and teaches readers how to:
● Surface unarticulated dissatisfaction
● Gather and analyze customer feedback
● Empower employees to fix problems
● Track your impact on revenue
● Generate sensational word of mouth, letting your customers sell to others
● Tap opportunities to cross-sell and up-sell
● Become a strategic service director
● Calculate the financial impact of good and bad customer service
● Systematically identify the causes of problems
● Harness customer service strategy into their organization’s culture and behavior
Updated sections help you forge bonds via social media and online chat, attract and retain great employees, and leverage the latest technology. Filled with patented practices and eye-opening case studies, Strategic Customer Service uses hard data to teach readers how reap the benefits of customer loyalty.
In a nutshell, Key concepts and topics covered in the book may include:
☞ Customer Experience Management (CEM): The book likely delves into the principles of CEM, emphasizing the importance of understanding and managing each touchpoint of the customer journey to ensure a consistently positive experience.
☞ Positive Word of Mouth: The book may discuss strategies for creating memorable customer interactions that lead to customers sharing their positive experiences with others, which can greatly influence brand perception and attract new customers.
☞ Loyalty Building: The author may explore techniques for fostering customer loyalty through personalized service, proactive issue resolution, and creating emotional connections between customers and the brand.
☞ Profit Maximization: The book likely explains how delivering exceptional customer service can lead to increased customer retention rates, reduced churn, and higher customer lifetime value, ultimately contributing to higher profits.
☞ Employee Engagement: Engaged and motivated employees play a crucial role in delivering outstanding customer service. The book may provide insights into how businesses can empower and motivate their employees to provide excellent service.
☞ Data and Analytics: To effectively manage the customer experience, businesses often need to gather and analyze data. The book may cover strategies for collecting, analyzing, and leveraging customer data to make informed decisions.
☞ Technology and Automation: The book might touch on how technology and automation can be used to streamline customer service processes, improve efficiency, and deliver consistent experiences.
☞ Case Studies and Examples: To illustrate the concepts discussed, the author could include real-world case studies and examples of companies that have successfully implemented strategic customer service initiatives.
Why settle for passive service? Make a business case for ramping up operations—and get the tools for making it pay off. Transform customer service into a strategic function, and reap benefits far exceeding investments.
Overall, “Strategic Customer Service” provides practical advice and insights for managing the customer experience to increase positive word of mouth, build loyalty, and maximize profits. The book emphasizes the importance of understanding the customer experience, building customer loyalty, and creating a customer-focused culture within an organization. It also provides strategies for maximizing profits and leveraging technology to improve customer service.
About the Author :
John Goodman(Arlington, VA) is vice chairman of Customer Care Measurement and Consulting, and co-founder of TARP Worldwide and has managed more than 1,000 separate customer service studies sponsored by Coca-Cola USA. His clients have included Allstate, Nationwide Insurance, The Museum of Modern Art, IBM, The Mayo Health System, Hyundai, Humana, Johnson & Johnson, Merck, ServiceMaster, HP, GE Capital, Apple, Legg Mason, American Express, Neiman Marcus, Honda, US Green Building Council, Chick Fil A, and Harley Davidson.
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