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Chapter 18
Enhancing Customer Service
In This Chapter
ᮣ Customer service as the key to customer loyalty
ᮣ Eliminating service “indifference”
ᮣ Turning complaints into loyalty springboards
G 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.
ߜ Services are what you provide to customers as part of your product.
ߜ 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.
