Sample #3: CUSTOMER SERVICE:
The following excerpt (a "lead-off" chapter summary) is taken from a non-fiction, business "self-help" book. The author is a 20-year veteran of the theme park industry.
CUSTOMER SERVICE:
Going beyond a smile and a thank you...
Consolidation and standardization have leveled the playing field for many businesses. Products, services and pricing are now so similar customers rely on emotion and instinct when making choices for their consumer needs. Superior customer service plays a major role in evoking the "feel good" experience necessary to give businesses the advantage over their competition. When planning your customer service training program, it's important to consider the following crucial points:
The importance of the "Customer Experience"
- Evoking positive consumer emotion
- Imprinting brand awareness in the marketplace
- Developing customer loyalty
Customer Service as the key differentiator in consumer choice
- Exceeding expectations
- Employing the human touch
- Supporting product guarantees with personal relationships
- Locking in the trust/comfort equation
- Promoting superior perceived value
Build a comprehensive corporate culture
- Training the trainers
- Investing the workforce in the company's service tradition
- Building the customer experience through your employees
Leverage the Service Advantage in the marketplace
- Marketing Customer Experience and product simultaneously
- Delivering on the promise
- Growing profit margins
Excellent customer service is a simple process...first, expect the best from your employees. Offer incentives to those who go "the extra mile." Encourage them to build sincere relationships with your consumers by building honest relationships with them. Most importantly, assure service consistency through diligent supervision. These common sense steps will give your business the advantage you need to succeed in a competitive marketplace.
