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Customer Service Skills for Success PDF

463 Pages·2014·15.33 MB·English
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LLuucc4455446655__ffmm__ii--xxxxvviiii__11..iinndddd PPaaggee ii 2288//1122//1133 44::4466 PPMM uusseerr--ff446677 //220022//MMHH0022006688//LLuucc4455446655__ddiisskk11ooff11//00007733554455446655//LLuucc4455446655__ppaaggeeffiilleess CONNECT FEATURES Interactive Applications Interactive Applications offer a variety of automatically graded exercises that require students to apply key concepts. Whether the assignment includes a click and drag, video case, or decision generator, these applications provide instant feedback and progress tracking for students and detailed results for the instructor. EASY TO USE Learning Management System Integration Simple McGraw-Hill Campus is a one-stop teaching and learning experience available to use with any learning management system. McGraw-Hill Campus provides single sign- Seamless Secure on to faculty and students for all McGraw-Hill material and technology from within the school website. McGraw-Hill Campus also allows instructors instant access to all supplements and teaching materials for all McGraw-Hill products. Blackboard users also benefi t from McGraw-Hill’s industry-leading integration, providing single sign-on to access all Connect assignments and automatic feeding of assignment results to the Blackboard grade book. POWERFUL REPORTING Connect generates comprehensive reports and graphs that provide instructors with an instant view of the performance of individual students, a specifi c section, or multiple sections. Since all content is mapped to learning objectives, Connect reporting is ideal for accreditation or other administrative documentation. LLuucc4455446655__ffmm__ii--xxxxvviiii__11..iinndddd PPaaggee iiii 1122//2288//1133 99::2200 AAMM ff--ww--116666 //220022//MMHH0022006688//LLuucc4455446655__ddiisskk11ooff11//00007733554455446655//LLuucc4455446655__ppaaggeeffiilleess THESE ARE ADDITIONAL CONNECT FEATURES eBook Connect Plus includes a media-rich eBook that allows you to share your notes with your students. Your students can insert and review their own notes, highlight the text, search for specifi c information, and interact with media resources. Using an eBook with Connect Plus gives your students a complete digital solution that allows them to access their materials from any computer. Tegrity Make your classes available anytime, anywhere. With simple, one-click recording, students can search for a word or phrase and be taken to the exact place in your lecture that they need to review. LLuucc4455446655__ffmm__ii--xxxxvviiii__11..iinndddd PPaaggee iiiiii 1122//2288//1133 99::2200 AAMM ff--ww--116666 //220022//MMHH0022006688//LLuucc4455446655__ddiisskk11ooff11//00007733554455446655//LLuucc4455446655__ppaaggeeffiilleess SIXTH EDITION CUSTOMER SERVICE SKILLS FOR SUCCESS Robert W. Lucas Principal, Robert W. Lucas Enterprises LLuucc4455446655__ffmm__ii--xxxxvviiii__11..iinndddd PPaaggee iivv 1122//2288//1133 99::2200 AAMM ff--ww--116666 //220022//MMHH0022006688//LLuucc4455446655__ddiisskk11ooff11//00007733554455446655//LLuucc4455446655__ppaaggeeffiilleess 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 2005. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written consent of McGraw-Hill Education, including, but not 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 Senior Vice President, Products & Markets: Kurt L. Strand Vice President, Content Production & Technology Services: Kimberly Meriwether David Managing Director: Paul Ducham Executive Brand Manager: Sankha Basu Executive Director of Development: Ann Torbert Development Editor II: Kelly L. Delso Marketing Manager: Donielle Xu Director, Content Production: Terri Schiesl Content Project Manager: Susan Trentacosti Senior Buyer: Debra R. Sylvester Design: Srdjan Savanovic Cover Image: man on ladder: © CAP53/Getty Images; reception desk: © A-Digit/Getty Images Senior Content Licensing Specialist: Lori Hancock Typeface: 10.5/13 New Century Compositor: Aptara®, Inc. Printer: R. R. Donnelley 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 LLuucc4455446655__ffmm__ii--xxxxvviiii__11..iinndddd PPaaggee vv 1122//2288//1133 99::2200 AAMM ff--ww--116666 //220022//MMHH0022006688//LLuucc4455446655__ddiisskk11ooff11//00007733554455446655//LLuucc4455446655__ppaaggeeffiilleess 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 LLuucc4455446655__ffmm__ii--xxxxvviiii__11..iinndddd PPaaggee vvii 1122//2288//1133 99::2200 AAMM ff--ww--116666 //220022//MMHH0022006688//LLuucc4455446655__ddiisskk11ooff11//00007733554455446655//LLuucc4455446655__ppaaggeeffiilleess 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 LLuucc4455446655__ffmm__ii--xxxxvviiii__11..iinndddd PPaaggee vviiii 0033//0011//1144 1100::4411 AAMM ff--551122 //220022//MMHH0022006688//LLuucc4455446655__ddiisskk11ooff11//00007733554455446655//LLuucc4455446655__ppaaggeeffiilleess 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 LLuucc4455446655__ffmm__ii--xxxxvviiii__11..iinndddd PPaaggee vviiiiii 1122//2288//1133 99::2200 AAMM ff--ww--116666 //220022//MMHH0022006688//LLuucc4455446655__ddiisskk11ooff11//00007733554455446655//LLuucc4455446655__ppaaggeeffiilleess 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 LLuucc4455446655__ffmm__ii--xxxxvviiii__11..iinndddd PPaaggee iixx 1122//2288//1133 99::2200 AAMM ff--ww--116666 //220022//MMHH0022006688//LLuucc4455446655__ddiisskk11ooff11//00007733554455446655//LLuucc4455446655__ppaaggeeffiilleess 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

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