Customer Service Skills for Success

463 Pages·2014·15.33 MB·English

by  Robert W. Lucas

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SIXTH EDITION
CUSTOMER
SERVICE
SKILLS FOR SUCCESS
Robert W. Lucas
Principal, Robert W. Lucas Enterprises
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CUSTOMER SERVICE: SKILLS FOR SUCCESS, SIXTH EDITION
Published by McGraw-Hill Education, 2 Penn Plaza, New York, NY 10121. Copyright © 2015 by McGraw-Hill
Education. All rights reserved. Printed in the United States of America. Previous editions © 2012, 2009, and
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limited to, in any network or other electronic storage or transmission, or broadcast for distance learning.
Some ancillaries, including electronic and print components, may not be available to customers outside the
United States.
This book is printed on acid-free paper.
1 2 3 4 5 6 7 8 9 0 DOW/DOW 1 0 9 8 7 6 5 4
ISBN 978-0-07-354546-2
MHID 0-07-354546-5
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All credits appearing on page or at the end of the book are considered to be an extension of the copyright page.
Library of Congress Cataloging-in-Publication Data
Lucas, Robert W.
Customer service : skills for success / Robert W. Lucas, Principal, Robert W. Lucas Enterprises. —
Sixth Edition.
pages cm
Includes index.
ISBN 978-0-07-354546-2 (alk. paper) — ISBN 0-07-354546-5 (alk. paper)
1. Customer services. I. Title.
HF5415.5.L83 2015
658.8’12—dc23
2013046975
The Internet addresses listed in the text were accurate at the time of publication. The inclusion of a website
does not indicate an endorsement by the authors or McGraw-Hill Education, and McGraw-Hill Education does
not guarantee the accuracy of the information presented at these sites.
www.mhhe.com
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PERSONAL BIOGRAPHY
ROBERT (BOB) W. LUCAS is the principal at Robert W. Lucas En-
terprises and an internationally known author and learning and perfor-
mance expert who specializes in workplace performance-based training
and consulting services. He has four decades of experience in customer
service, human resources development, and management in a variety of
organizational environments. Throughout his career, he has lived, trav-
eled, and worked in 25 different countries and geographic areas.
Currently, Bob is on the board for the Florida Authors and Publishers
Association. In 1995 and 2011, he was the president of the Central Florida
Chapter of the American Society for Training and Development (ASTD).
During the past 20 years, Bob has shared his knowledge with workplace
professionals from organizations such as Walt Disney World, SeaWorld,
Martin Marietta, and Wachovia Bank in the Webster University Master
of Arts program in Orlando, Florida. In addition, Bob has provided
consulting and training services to numerous major organizations on a
variety of workplace learning topics. These topics range from customer
service, presentation skills, creative training and management program
development, train-the-trainer, interpersonal communication, adult learn-
ing, diversity, and team building to and including employee and organiza-
tional development. Bob regularly gives presentations to various local and
national groups and organizations.
Listed in Who’s Who in the World , Who’s Who in America , and Who’s
Who in the South & Sout h east, Bob is also an avid writer. This text is the
top-selling textbook on the topic of customer service in the United States.
He has also written and contributed to 30 other books, including: P lease
Every Customer: Providing Stellar Customer Service Across Cultures and
How to Be a Great Call Center Representative.
Additionally, Bob has been a contributing author for the Annual: Devel-
oping Human Resources s eries by Pfeiffer & Company since 1992 and
several compilation works by various publishers.
Bob earned a Bachelor of Science degree in Law Enforcement from the
University of Maryland; an M.A. degree with a focus in Human Resources
Development from George Mason University in Fairfax, Virginia; and
a second M.A. degree in Management and Leadership from Webster
University in Orlando, Florida. Further, Bob was one of the fi rst people
in the world to attain the ASTD designation of Certifi ed Professional in
Learning and Performance (CPLP) in 2006.
v
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BRIEF CONTENTS
PART ONE
1 The Customer Service Profession 4
THE
2 Contributing to the Service Culture 44
PROFESSION 2
3 Verbal Communication Skills 88
PART TWO
SKILLS FOR 4 Nonverbal Communication Skills 128
SUCCESS 86 5 Listening to the Customer 166
6 Customer Service and Behavior 202
PART THREE
7 Service Breakdowns and Service Recovery 232
BUILDING AND
8 Customer Service in a Diverse World 274
MAINTAINING
9 Customer Service via Technology 314
RE(cid:5) TIONSHIPS 200
10 Encouraging Customer Loyalty 364
Appendix 412
Glossary 414
Notes 423
Bibliography 425
Credits 427
Index 429
vi
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CONTENTS
Preface xi
Acknowledgments xxiv
PART ONE THE PROFESSION 2
Customer Service Interview: Ryan Eiland, Floor Manager, Fields Chrysler, Jeep, Dodge Ram
1 The Customer Service Profession 4
Human Resources 34
Deliverables 37
In the Real World: Retail—Zappos.com 5
Delivery Systems 37
LO 1-1 Defi ning Customer Service 6
Service 37
The Concept of Customer Service 8
LO 1-6 Addressing the Changes 38
Post–World War II Service in the United States 9
Small Business Perspective 39
The Shift to Service 9
LO 1-2 Growth of the Service Sector 10
2 Contributing to the Service Culture 44
Impact of the Economy 13
LO 1-3 Societal Factors Affecting Customer In the Real World: Retail—Ben & Jerry’s Ice
Service 17 Cream 45
Global Economic Shifts 17 LO 2-1 Defi ning a Service Culture 47
Shifts in the Population and Labor Force 19 Service Philosophy or Mission 49
Increased Effi ciency in Technology 20 Employee Roles and Expectations 51
Deregulation of Many Industries 22 Products and Services 58
Geopolitical Changes 23 Motivators and Rewards 59
Changing Values 24 Management Support 61
Increase in the Number of White-Collar Workers 25 Employee Empowerment 64
More Women Entering the Workforce 25 Training 65
A More Racially and Ethnically Diverse Population Is
LO 2-2 Establishing a Service Strategy 66
Entering the Workforce 26
More Older Workers Entering the Workforce 26 LO 2-3 Customer-Friendly Systems 67
Growth of E-Commerce 28 Typical System Components 6 7
LO 1-4 Consumer Behavior Shifts 29 Service Delivery Systems 68
Tools for Service Measurement 71
Different Mindset 29
Expectation of Quality Service 30 LO 2-4 Twelve Strategies for Promoting a Positive
Enhanced Consumer Preparation 30 Service Culture 73
LO 1-5 The Customer Service Environment 31 LO 2-5 Separating Average Companies from
Components of a Customer Service Environment 31 Excellent Companies 77
The Customer 32 LO 2-6 What Customers Want 78
Organizational Culture 33
Small Business Perspective 80
vii
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viii Contents
PART TWO SKILLS FOR SUCCESS 86
Customer Service Interview: Scott Larsen, Auto Repair Shop Owner, Cadillac Specialists
3 Verbal Communication Skills 88 LO 4-6 Strategies for Improving Nonverbal
Communication 154
In the Real World: Retail—Papa John’s Pizza 89
Seek Out Nonverbal Cues 154
LO 3-1 The Importance of Effective
Confi rm Your Perceptions 155
Communication 90
Seek Clarifying Feedback 155
LO 3-2 Ensuring Two-Way Communication 92 Analyze Your Interpretations of Nonverbal Cues 156
Interpersonal Com munication Model 9 2 LO 4-7 Customer-Focused Behavior 156
LO 3-3 Communicating Positively 96 Small Business Perspective 159
Prepare for Positive Customer Interactions 96
Let Your Customers Know They Are Important 98 5 Listening to the Customer 166
Address Your Customer’s Expectations Positively 100
Nurture a Continuing Relationship 105 In the Real World: Transportation—Southwest
LO 3-4 Providing Feedback Effectively 107 Airlines 167
Verbal Feedback 108 LO 5-1 Why Is Listening So Important? 168
Nonverbal Feedback 109 LO 5-2 What Is Listening? 169
LO 3-5 Avoiding Negative Communication 110 Hearing and Receiving the Message 170
LO 3-6 Dealing Assertively with Customers 113 Attending 171
Comprehending or Assigning Meaning 171
LO 3-7 Assertive versus Aggressive Service 115
Responding 171
Responding to Confl ict 118
LO 5-3 Characteristics of a Good Listener 173
Causes of Confl ict 118
Salvaging Relationships after Confl ict 121 LO 5-4 Causes of Listening Breakdown 175
Small Business Perspective 123 Personal Obstacles 175
Listening Skill Level 178
4 Nonverbal Communication Skills 128 External Obstacles 180
Additional Obstacles to Effective Listening 184
In the Real World: Retail—Fields Auto Group 129 LO 5-5 Strategies for Improved Listening 184
LO 4-1 What Is Nonverbal Communication? 130 Stop Talking! 185
LO 4-2 The Scope of Nonverbal Behavior 131 Prepare Yourself 186
Body Language 131 Listen Actively 186
Vocal Cues 136 Show a Willingness to Listen 187
Appearance and Grooming 139 Show Empathy 188
Spatial Cues 142 Listen for Concepts 188
Environmental Cues 143 Listen Openly 188
Miscellaneous Cues 144 Send Positive Nonverbal Cues 189
Don’t Argue 189
LO 4-3 The Role of Gender in Nonverbal
Take Notes, If Necessary 189
Communication 148
LO 5-6 Information-Gathering Techniques 190
LO 4-4 The Impact of Culture on Nonverbal
Open-End Questions 190
Communication 151
Closed-End Questions 192
LO 4-5 Negative Nonverbal Behaviors 152
LO 5-7 Additional Question Guidelines 194
Unprofessional Handshake 152
Avoid Criticism 194
Fidgeting 153
Ask Only Positively Phrased Questions 194
Pointing a Finger or Other Object 153
Ask Direct Questions 194
Raising an Eyebrow 153
Ask Customers How You Can Better Serve 195
Peering over Top of Eyeglasses 153
Small Business Perspective 195
Crossing Arms or Putting Hands on Hips 154
Holding Hands Near Mouth 154
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Contents ix
PART THREE BUILDING AND MAINTAINING RELATIONSHIPS 200

Customer Service Interview: Barbara Andryshak, Dunkin’ Donuts District Manager
6 Customer Service and Behavior 202
Pamper the Customer 255
Respect the Customer 255
In the Real World: Supermarket—Trader
Exceed Expectations 255
Joe’s 203
LO 7-8 The Problem-Solving Process 257
LO 6-1 What Are Behavioral Styles? 204
1. Identify the Problem 259
LO 6-2 Identifying Behavioral Styles 205
2. Compile and Analyze the Data 259
R: Rational 208 3. Identify the Alternatives 2 60
I: Inquisitive 209 4. Evaluate the Alternatives 260
D: Decisive 210 5. Make a Decision 260
E: Expressive 211 6. Monitor the Results 261
LO 6-3 Communicating with Each Style 212 LO 7-9 Implementing a Service Recovery
LO 6-4 Building Stronger Relationships 215 Strategy 261
Discover Customer Needs 216 1. Apologize, Apologize, and Apologize Again 262
Say “Yes” 216 2. Take Immediate Action 263
Seek Opportunities for Service 217 3. Show Compassion 266
Focus on Process Improvement 220 4. Provide Compensation 266
Make Customers Feel Special 2 20 5. Conduct Follow-Up 267
Be Culturally Aware 221 LO 7-10 Disaster Planning Initiatives in the Service
Know Your Products and Services 222 Recovery Process 267
LO 6-5 Dealing with Perceptions 224 Small Business Perspective 268
Perceptions and Stereotypes 224
Small Business Perspective 227 8 Customer Service in a Diverse
World 274
7 Service Breakdowns and Service
In the Real World: Manufacturing—Johnson &
Recovery 232
Johnson 275
In the Real World: Retail/Manufacturing— LO 8-1 The Impact of Diversity 276
Coca-Cola 233
LO 8-2 Defi ning Diversity 278
LO 7-1 What Is a Service Breakdown? 234
LO 8-3 Customer Awareness 280
LO 7-2 The Role of Behavioral Style 237
LO 8-4 The Impact of Cultural Values 280
LO 7-3 Diffi cult Customers 238
Modesty 282
Demanding or Domineering Customers 239 Expectations of Privacy 282
Indecisive Customers 240 Forms of Address 283
Dissatisfi ed and Angry Customers 242 Respect for Elders 285
Rude or Inconsiderate Customers 245 Importance of Relationships 2 86
Talkative Customers 245 Gender Roles 287
LO 7-4 Handling Emotions with the Emotion- Attitude toward Confl ict 287
Reducing Model 247 The Concept of Time 288
LO 7-5 Reasons for Customer Defection 248 Ownership of Property 289
LO 7-6 Working with Internal Customers LO 8-5 Providing Quality Service to Diverse
(Co-workers) 249 Customer Groups 291
Stay Connected 250 Customers with Language Differences 291
Meet All Commitments 251 Customers with Disabilities 296
Don’t Sit on Your Emotions 252 Elderly Customers 301
Build a Professional Reputation 252 Younger Customers 303
Adopt a Good-Neighbor Policy 253 LO 8-6 Communicating with Diverse
LO 7-7 Strategies for Preventing Dissatisfaction and Customers 306
Problem Solving 254 Small Business Perspective 308
Think Like the Customer 254