customer-service1(第12次课)1PPT演示课件

1、Unit 10 Customer service,Why Needs Customer Satisfaction ? It was proven strong correlation between “Completely Satisfied” customers and owner loyalty : a customer will recommend his/her friends to purchase the product/service he/she experienced. Harvard Business School study findings : Firms with h

2、igher level of customer loyalty (not market share) enjoy higher profitability in a given industry . Profit will increase by 25% 85% from 5% increase in customer loyalty. Firms become more profitable overtime due to loyal customers,2001 Case Study: Customer Service Campaign,Unexpectedly high customer

3、 traffic at customer service centers and spate（洪水迸发） of negative media reports on two newly launched hand phones criticizing quality issues The key product issues included: Auto-off problem Battery problem Persistent（反复的） failures found after maintenance Unsatisfactory customer service,Strategy: To

4、shift medias focus from product issues towards positive corporate angles such as overwhelming product sales and enhanced customer service Not to cover quality/product issues but to buy time for improvement and protect overall reputation Tactics: Followed up closely with media to frame and contextual

5、ize perceptions and concerns Proactive outreach of positive materials Senior-level briefings/meetings with decision-making journalists to ensure understanding Results: Reporters stopped writing negative stories on the issue Focused/balanced media hits on positive angles and messages,2001 Case Study:

6、 Consumer Service Campaign,Profit Increase,Profit Increase from 5% Increase in Customer Loyalty,Source : F. Reichheld and E. Sasser (1990), “Zero Defections : Quality comes to Life” Harvard Business Review, Sep.-Oct. Issue,Profit Per Customer (US,Customer Profit Patterns Over Time,Source : F. Reichh

7、eld and E. Sasser (1990), “Zero Defections : Quality comes to Life” Harvard Business Review, Sep.-Oct. Issue,From ProductCentric to CustomerCentric,From Product-Centric to Customer-Centric: A Paradigm Shift,1.Types of service contact,Remote communication Telephone communication Face-to-face communic

8、ation,1) Remote communication,Contacts between customers and automatic systems. Such as internet, ATM, etc,CASE：Customers like Amazon,顾客一直喜欢亚马逊，亚马逊曾经在2000年的美国顾客满意指数达到了84分这是任何行业中的任何企业中都是最高分之一。 亚马逊提供的书目比任何实体书店藏书都要多。书目的可选性和可获得性是亚马逊受到顾客欢迎的关键。 亚马逊投入了大量的精力模拟书店的感觉。让顾客与其它顾客一起讨论书，并可以从雇员那里获得一些介绍和推荐。 顾客可以通过简单的

9、关键字在庞大的数据库里搜索。 一对一的营销系统可以记录每个消费者买了什么并告诉他们可能感兴趣的书目。 亚马逊还举办顾客竞赛，对畅销作家进行在线采访，并在很多书目上提供折扣。 很明显，亚马逊的购书接触是技术与接触服务的独特体验,2) Telephone communication,The use of the telephone in business has been on a steeply rising growth curve. Such as insurance, tele-communcation, etc,Telephone etiquette,Be brief Clarity A

10、ccuracy Politeness Understanding Get telephone number Find best time to call back if necessary File notes Ensure prompt answer to phone Smile,3) face-to-face communication,Giving a good impression, listen well, be polite, and knowledgeable. A generally accepted truth is that the customer should do m

11、ost of the talking,NOTE: service communication details,Pay attention to non-verbal(非用言语的） communication Active listening Effective written communication Effective questioning techniques,2. service staff must be very knowledgeable,Service staff play important roles in creating customer satisfaction a

12、nd building good customer relationship,Service Profit Chain,1. Technical Knowledge,What features does it have? How do they compare with other makes? What guarantee comes with it? What is its reliability? Is it an obsolete model? If as a customer I have a problem, who do I deal with,2. Pricing,Is thi

13、s a fixed price? Do you have authority to negotiate（谈判，协商） with me? Are there offers regarding this particular model? Eg. Price reductions or interest free period? Take the goods, pay later,3. Delivery and installation,Is this free or is there a charge? Will you fit this? For free or charge? When wo

14、uld delivery be? Do you deliver and fit yourself or do you use a sub-contractor(分包商）,4. Customer Right,What are they,Text B-1,Motorola Limited Warranty,Reading B,This limited warranty applies as follows to new Products, Accessories and Software purchased by consumers in the United States or Canada,A

15、pplies only to defects in the CD-ROMs that contain the software,Text B-2,Reading B,To obtain service or information, please call: Motorola Customer Services 1-800-453-0920 or 954-723-4910 Or visit us online at http:/ You will receive instructions on how to ship the Products, Accessories or Software,

16、 at your expense, to a Motorola Authorized Repair Center. To obtain service, you must include: (a) a copy of your receipt, or other proof of purchase; (b) a written description of the problem; (c) and, most importantly, your address and telephone number,B-Trans-1,Reading B,摩托罗拉有限产品质量保证书 本有限产品质量保证书适用

17、于消费者在美国或加拿大购买的下列新产品、附件和软件。 *只适用于含有该软件的CD-ROM上的缺陷,B-Trans-2,Reading B,如需售后服务或信息，请致电： 摩托罗拉客服电话：1-800-453-0920 或 954-723-4910 或访问我们的网站： http:/ 您将获得如何将您的产品、附件或软件寄送给摩托罗拉授权维修点的指示。寄送费用自理。 为了获得售后服务，您必须随件附上： (a) 收据的复印件或其他购货凭证； (b) 产品问题的书面描述； (c) 您的地址和电话号码这是最重要的,B-Task 1,Reading B,Task 1 Decide whether the fo

18、llowing statements are true (T) or false (F) according to the warranty,) 1. Motorola, Inc. warrants its products and software, excluding its accessories. ( ) 2. The warranty on new products ends one year from the date of purchase by the first consumer purchaser. ( ) 3. You cannot get serviced if you

19、 fail to provide the receipt. ( ) 4. You need to ship the product to a Motorola repair center and they will pay all charges. ( ) 5. The warranty applies to products purchased by consumers all over the world,F,T,F,F,F,B-Task 2,Task 2 Fill in the flow chart to illustrate how to obtain a repair service

20、 from Motorola, Inc. and explain it to your partner,Call _; Or visit online at _ _ _ _,Provide _ _ _ or other proof of purchase; Describe _; Give _ _,Ship the product to _ _,1-800-453-0920 or 954-723-4910,http:/,a copy of your receipt,the problem,a Motorola Authorized,your address and telephone numb

21、er,Repair Center,Reading B,Dear Mr. Benson, of March 12. the computer you bought from us arrived in such poor condition. It might have been damaged during shipment. a new computer as soon as possible. To ensure it reaches you safely, it will be double-packed this time. for the inconvenience it has c

22、aused. Yours sincerely, Emily Watson Emily Watson Customer Service Manager,W-Task 1,Writing,Task 1 Complete the following letter of adjustment with the given expressions,We will send you Please accept our apology Thank you for your letterWe are so sorry that,Thank you for your letter,We are so sorry

23、 that,We will send you,Please accept our apology,Dear Mr. Walters, Thank you for your letter of November 15. We are so sorry that the goods you received have not been supplied correctly. It might have been an error during shipment. We will make up the shortfall as soon as possible, and promise that

24、such things will never happen again. Please accept our apology for the inconvenience it has caused. Yours sincerely, Wang Yi Wang Yi Customer Service Manager,W-Task 2,Writing,Task 2 Suppose you are the customer service manager of your company. Write a letter of adjustment to the letter of complaint

25、in Task 1 on Page 90,Sample,LL-Task 1,Language Lab,Task 1 Match the words or phrases on the left with their meanings on the right,A. have an increase in B. in existence and ready to be used C. have earned something by good or bad actions or behavior D. strongly advise someone to do something E. take

26、 action or put into practice F. opinion given briefly in speech or writing about something or someone G. set up; start H. a general examination or study (of conditions, opinions, etc.), especially carried out by asking people questions I. unusual, single and different from others J. whole; complete,

27、) 1. deserve ( ) 2. entire ( ) 3. survey ( ) 4. gain ( ) 5. particular ( ) 6. urge ( ) 7. comment ( ) 8. implement ( ) 9. establish ( ) 10. in place,C,J,H,A,I,D,F,E,G,B,LL-Task 5-2,Language Lab,1. 他们敦促我们给予支持。(urge) They urged us to give our support. 2. 如果你发现这部手机有问题，可以要求退款。(defect) You can ask for a

28、refund if you find any defects in this mobile phone. 3. 经理授权我在他出差期间代表他行事。(authorize) The manager authorized me to act for him while he was on business. 4. 他自己出钱印他的书。(at ones expense) He had his book printed at his own expense,Text A-1,I Really Want to Know Friday night I went off my diet. I dare say

29、 I deserved a good meal after losing the twenty pounds I gained from too many trips to Manhattan restaurants last year. My wife and I went to one of our favorite Houston restaurants to celebrate the successful conclusion of my diet,Reading A,Text A-2,The food, as always, was wonderful. The service w

30、as even better than usual. I really would have given the restaurant top marks on every itembut I didnt. Why? Well see in a moment,Reading A,Text A-3,It is admirable for an organization to want to measure customer satisfaction. However, to do so correctly, the entire measurement process must be prope

31、rly designed and implemented from start to finish. Proper questionnaire design is just the first step in the process. Equally as important is establishing a process of gathering data which will obtain a representative sample of customers, and which keeps bias to a minimum. This is where many organiz

32、ations fail. This is where this particular restaurant failed,Reading A,Text A-4,After we had finished our coffee, the waiter brought over the check. With the check was a brief customer satisfaction survey. One side of the questionnaire contained a note from the owner, beginning with the words “I rea

33、lly want to know”. The other side of the questionnaire contained a few standard measurement items and room for comments. What was a little different about this survey was that the questionnaire had already been filled out by the waiter. On a scale of “excellent”, “good”, and “needs improvement”, the

34、 waiter had drawn a line through all the “excellent” boxes,Reading A,Text A-5,As much as I enjoyed the service, I was not about to deposit a questionnaire that somebody else had completed into a ballot box. However, many people would return such a questionnaire without thinking twice,Reading A,Text A-6,The owner of the restaurant is only fooling himself by keeping the current customer satisfaction measurement program in place. If he “really wants to know”, he would be better