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Small Business Marketing for Dummies Second Edition by Barbara Findlay Schenck_13

Tham khảo tài liệu 'small business marketing for dummies second edition by barbara findlay schenck_13', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Chapter 18 Enhancing Customer Service Jn This Chapter Customer service as the key to customer loyalty Eliminating service indifference Turning complaints into loyalty springboards reat businesses know whom they serve best attract those people into their businesses convert them to customers and lock them in with a level of service and appreciation they can t find elsewhere. On the other end of the business spectrum too many companies let their customers get lost in the workload shuffle where they get overlooked treated like intrusions asked to wait too long imposed upon and confronted with rules that send them right out the same door that the business worked so hard to get them through in the first place. Put your business on the winning side by recognizing and leveraging the value of your customers and with a customer service program that permeates every aspect of your business. This chapter describes how. The Fundamentals of Customer Service Services and service are not the same thing. 11 Services are what you provide to customers as part of your product. Service is how well you do what you do how well you deliver your product to your customer. Companies renowned for their customer satisfaction levels have great services and great service as described in Table 18-1. 290 Part V Winning and Keeping Customers Table 18-1 Examples of Services and Service Services Service Customer parking Clean well-signed area with the most convenient spaces reserved for customers Public restrooms Immaculate and well-equipped area Complimentary refreshments Fresh unique offerings provided in a clean accessible inviting setting Children s play area spouse sitting Convenient and inviting areas supplied with area customer waiting area interesting enjoyable entertainment Delivery service Well-identified friendly and reliable The Service Cycle Customer service involves a cycle of activities that starts before the sales presentation and continues well past the time the purchase is complete.