© 2012 by robert w. lucas chapter 10: encouraging customer loyalty
TRANSCRIPT
© 2012 by Robert W. Lucas
Chapter 10: Encouraging Chapter 10: Encouraging Customer LoyaltyCustomer Loyalty
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© 2012 by Robert W. Lucas
Learning OutcomesLearning Outcomes
• 10-1 10-1 Establish and maintain trust with customers.Establish and maintain trust with customers.• 10-210-2 Explain customer relationship management and Explain customer relationship management and
explain its importance to quality service.explain its importance to quality service.• 10-310-3 Develop the service provider characteristics Develop the service provider characteristics
that will enhance customer loyalty.that will enhance customer loyalty.• 10-410-4 Describe the provider’s responsibility for Describe the provider’s responsibility for
establishing and maintaining positive customer establishing and maintaining positive customer relationships.relationships.
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© 2012 by Robert W. Lucas
Learning OutcomesLearning Outcomes
• 10-510-5 Identify strategies that can be used to make Identify strategies that can be used to make customers feel like they are number one.customers feel like they are number one.
• 10-610-6 Discuss strategies that can enhance customer Discuss strategies that can enhance customer satisfaction.satisfaction.
• 10-710-7 Define quality service. Define quality service.
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© 2012 by Robert W. Lucas
Trust and Customer ServiceTrust and Customer Service
• Customer loyalty• Trust and customer relationships
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© 2012 by Robert W. Lucas
Trust and Customer ServiceTrust and Customer Service
• The dimensions of customer trust and loyalty – Experience– Knowledge– Deference– Reference– Glitz
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© 2012 by Robert W. Lucas
Trust and Customer ServiceTrust and Customer Service
• Strategies for Building Trust– Communication– Display caring– Be fair– Admit errors
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© 2012 by Robert W. Lucas
Trust and Customer ServiceTrust and Customer Service
• Strategies for Building Trust– Trust your customers– Keep your word– Provide peace of mind– Take responsibility for customer relationships– Personalize your approach– Keep and open mind– Individualize service
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© 2012 by Robert W. Lucas
Trust and Customer ServiceTrust and Customer Service
• Strategies for Building Trust– Show respect for the customer– Elicit feedback
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© 2012 by Robert W. Lucas
Customer Relationship ManagementCustomer Relationship Management
• What is CRM?• CRM Concept• Fostering relationships with CRM
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© 2012 by Robert W. Lucas
Customer Relationship ManagementCustomer Relationship Management
• The benefits of CRM– Costs– ROI– Loyalty– Profitability– Targeted marketing
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© 2012 by Robert W. Lucas
Channel PartnershipsChannel Partnerships
• The Role of Channel Partnerships• Types of Channel Relationships
– Transactional– Tactical– Strategic
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Service Provider CharacteristicsService Provider Characteristics
• Characteristics that affect customer loyalty– Responsiveness– Adaptability– Communication skills– Decisiveness– Enthusiasm
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© 2012 by Robert W. Lucas
Service Provider CharacteristicsService Provider Characteristics
• Characteristics that affect customer loyalty– Ethical Behavior
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© 2012 by Robert W. Lucas
Service Provider CharacteristicsService Provider Characteristics
• Characteristics that affect customer loyalty– Taking initiative– Knowledge– Perceptiveness– Ability to plan– Problem solving ability– Professionalism
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Making the Customer Number OneMaking the Customer Number One
• Service churn– Define
• Initial contact• Rapport• Identify/satisfy needs• Exceed expectations• Follow up
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Customer Service StrategyCustomer Service Strategy
• Increased satisfaction = increased profits• Tips
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© 2012 by Robert W. Lucas
Customer Service StrategyCustomer Service Strategy
• Quality– Define
• Total Quality Management (TQM)– Define