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Service strategy: management moves for customer results

Author: Horovitz, Jacques Publisher: Pearson Education, 2004.Edition: 2nd ed.Language: EnglishDescription: 205 p. : Graphs ; 24 cm.ISBN: 0273675834Type of document: BookBibliography/Index: Includes index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415.5 .H677 2004
(Browse shelf)
001247961
Available 001247961
Total holds: 0

Includes index

Digitized

Service Strategy Management moves for customer results Contents Introduction / ix Acknowledgments / xii About the author / xiv 1 Getting to know your customers: customer insight / 1 Customer needs: from intuition to implicit and explicit needs / 1 From needs to perceptions / 4 From needs to perceptions to expectations / 8 How to manage perceptions and expectations / 10 Customer segmentation / 12 How to recognize who's who in service segmentation / 15 Moving toward service segments of one / 16 Selling is a service: It is helping a customer buy! / 17 Summary / 18 Don'ts / 19 The 10 service segmentation questions / 19 2 Creating customer value: the service concept / 21 Value = benefits - costs: the benefit element of the equation / 21 The cost element of the value equation / 28 Reducing the price / 30 Value in business-to-consumers vs value in business-to-business / 33 Pricing adaptation in b-to-b companies: the building block approach/ 39 How to get your service concept known / 42 The biggest challenge: convergence of signals sent to customers to avoid mixed signals / 43 Summary / 45 Don'ts / 45 The 10 customer value questions / 46 3 Delivering on customer value / 47 The service concept / 47 Specifying a detailed level of excellence / 51 How many service standards, how detailed, and for whom? / 53 Service quality measurement / 54 Measurement tools / 55 Which customers are we talking about? / 58 Focus on the mystery shopper: facts and perceptions / 60 Customer satisfaction surveys: level and frequency / 62 Genuinely wanting feedback from customers or pretending to? / 64 Beyond customer satisfaction surveys: taking into account the voice of the customer at all times / 66 An overall index: mixing perceptions and facts? / 69 Does it pay to improve customer satisfaction? / 70 Don'ts about measurements and service concept / 72 Don'ts about measurement of deliverables / 73 The 10 questions for measurement / 74 The 10 questions for value delivery/ 74 4 Managing customer complaints for profit / 77 Customers who complain are friends not enemies / 78 Your first priority: Respond immediately by empowering front line staff / 82 Service guarantee / 84 Your second priority: make more customers complain / 85 Your third priority: delight the five percent who make a formal complaint / 86 To inquire about a complaint or not to inquire? That is NOT the question / 88 A goldmine of free information / 89 Impact of insulting good customers is dreadful / 94 Getting started / 94 Don'ts / 95 The 10 customer complaint questions / 96 5 Loyalty building / 97 Is it worth keeping customers? ! 97 The right question: how to serve customers profitably. Not the wrong question: how to get rid of unprofitable customers / 99 Why do you want them to come back? / 102 Which loyalty scheme to choose? / 115 From transactions to relationships: managing customer relationships / 115 Using the Internet to reinforce the customer relationship virtuous circle / 120 Measuring loyalty / 121 Don'ts / 123 The 10 loyalty building questions / 123 6 Company structure and processes / 125 Stretched objectives focused on customers/ 126 Getting commitment/ 130 Measure and follow up/ 147 CRM investments: beware/ 149 Don'ts/ 152 The 10 structure and processes questions/ 152 7 Company culture and customer relationships / 155 Different service requirements/ 156 Four ways to lead people/ 162 In any industry, people profiles vary with service level/ 164 Different departments need different people management/ 169 The manager's new role: as coach! 170 Sustaining a service culture: mindset changes/ 174 A new language, a new dictionary to reinforce the culture/ 177 Creating trust within a company: a discipline!! 179 Creating incentives based on customer success / 180 Summary / 180 Our associates' rights / 181 Our associates' responsibilities / 181 Don'ts / 182 The 10 people questions / 182 Conclusion / 185 Mobilizing the organization for superior customer orientation / 186 Index / 197

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