Customer Service, Second Edition

By Ricardo Machado

In today’s globalised and digital world, consumers can move from one retailer to the next across the world at the click of a button. Online access and social media mean that consumers are more market savvy, more informed and more discerning than ever before. What brings them back is an enhanced shopping experience, and key to this is good customer service.

More and more marketers are focusing on retaining their customer base or trying to erode their competitor’s customer base through better customer service. After all, happy customers are repeat customers and become advocates for the business.

Contents Include:
Chapter 1 Understanding customer service
Chapter 2 Communication in customer service
Chapter 3 The role of physical evidence in service
Chapter 4 Managing service failures and service recovery
Chapter 5 Service system design
Chapter 6 Technology use in service provision
Chapter 7 Developing customer service staff
Chapter 8 Service quality and customer value
Chapter 9 Customer expectations, perceptions and satisfaction
Chapter 10 Customer experience management.

Key Benefits:
customer service as part of a marketing strategy
the importance of verbal and non-verbal communication
the role of physical evidence in supporting a service strategy
the causes of service failures and how to fix them
how to develop a service system
how to use technology to enhance customer service
how to develop and train staff to deliver exceptionalcustomer service
quality, value, expectations and satisfaction, and why they form the foundation of a service strategy
customer experience management and how to apply it to a business.



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