John wiley & sons customer management excellence successful strategies from service leaders

www.GetPedia.com *More than 150,000 articles in the search database *Learn how almost everything works [...]... implement the new role of customer service director INTRODUCING THE ROLE OF THE CUSTOMER DIRECTOR The customer service director is predominantly concerned with service strategies His role is to evaluate the service offering currently in existence; he will need to assess the data and develop a strategy that enables the organisation to prosper, utilising the service ethic The customer service director should... issues Customer focus must lead to something meaningful, will probably require sacrifices and is just one of the steps necessary to become truly customer- centric A customer focus puts your customers high on your list of priorities When you put your customers into the heart of your business, make customers part of the culture, then you start to become customer- centric 12 CUSTOMER MANAGEMENT EXCELLENCE. .. have researched over 200 companies who are at the forefront of the pursuit of customer excellence in the UK From this research I have been able to identify key trends and implementations that are at the leading edge of customer service excellence I have also spoken to eminent thought leaders in the customer service field and from these findings I have been able to assess the timeframe between concept and... attain An organisation employing a customer service director will be an organisation that is determined to put the customer at the centre of all its transactions This level of commitment shows the value being attached to customers in today’s business climate The customer service director will also be a champion of the causes for ground-level service personnel and customer service representatives (CSRs)... direct bearing on the organisation’s overall 26 CUSTOMER MANAGEMENT EXCELLENCE performance The customer service director will have little or no resistance from fellow board members because they are already committed to the needs that the director represents Appointing a customer service director has far-reaching connotations, which go beyond the obvious: from a communication standpoint for instance,... many of the front-runners in the service excellence field believing that their best asset is their customers This is a moot point because employees and customers are inter-reliant What is not being challenged, however, is the fact that great customer service doesn’t just happen Training is an integral part In Lessons from the Nordstrom Way by Robert Spector (published by Wiley) , the author takes us on... ‘loyalty cards’ from all of these companies The lessons learnt took a veritable age to filter through Loyalty marketing needed to ‘become of age’ and only customerdriven organisations are able to employ today’s sophisticated loyalty marketing processes 15 16 CUSTOMER MANAGEMENT EXCELLENCE TRANSITION TOWARDS CUSTOMER FOCUS Adopting the points set out here will set you on your way towards achieving a customer- centric... the customers Assess your existing customers, evaluate and specify what your customer values are Ascertain what your customers’ lifetime values – how much money a customer will spend over the lifetime of the relationship – are, and how valuable each customer segment is to the organisation Estimate the average EVALUATING A CUSTOMER- CENTRIC APPROACH existing lifetime of the relationship with your customers,... You will see that it is not EVALUATING A CUSTOMER- CENTRIC APPROACH necessarily major achievements that create the ‘wow’ factor but quite often it is the simple, easy-to-achieve tasks that are just not necessarily the company’s normal procedure WHAT CUSTOMER SERVICE EXCELLENCE MEANS TO AN ORGANISATION To a truly customer- centric organisation, customer service excellence means simply doing business the... a service ethic Communication and training across managerial levels; Measurement of training outcomes; Customer- centric approach changes conventional habits 23 CHAPTER 2 ENTER THE CUSTOMER SERVICE DIRECTOR H aving a director solely responsible for customers and customer service issues is a new business practice designed to give an organisation both an element of differentiation and also a level of customer . 94103-1741, USA Wiley- VCH Verlag GmbH, Boschstr. 12, D-69469 Weinheim, Germany John Wiley & Sons Australia Ltd, 33 Park Road, Milton, Queensland 4064, Australia John Wiley & Sons (Asia) Pte. Managing Expectation 121 Customer service excellence increases expectation 122 Customer service excellence becomes the norm 125 CONTENTS vi Should service be paid for to reduce customer expectation?. everything works