1. WELCOME TO UNIT 1

3. Martin J. McDermott B.S. Marketing MBA- International Business Post-MBA- Entrepreneurial Studies Pursuing Doctorate in Business Administration 7 years teaching Marketing, Direct Marketing, Internet Marketing, Sales Management Principles, Retail Management, Customer Relations, Business Management, and Business Law Over 15 years sales and marketing experience Was faculty advisor for the Collegiate Entrepreneurs Organization for the Kaplan University Chapter.

4. Tonight’s Agenda Tonight I am going to review the following topics with you: The syllabus, the expectations for the course, we will define customer service, relationships, theories and definitions in customer service

5. Office Hours My office hours are conducted through AOL Instant Messenger (www.aim.com). The days and times are as follows: Wednesdays and Thursdays 7-8 p.m EST. My AIM address is Martin0368 (last 4 characters are digits- zero, three, six, eight) My email address is – mmcdermott@kaplan.edummcdermott@kaplan.edu Phone 610-905-2919

6. Total PointsLetter GradePercentageGrade Point 930-1000A93-100%4.0 900-929A-90-92%3.7 870-899B+87-89%3.3 830-869B83-86%3.0 800-829B-80-82%2.7 770-799C+77-79%2.3 730-769C73-76%2.0 700-729C-70-72%1.7 670-699D+67-69%1.3 600-669D60-66%1.0 000-599F0-59%0.0 Kaplan University Grading Scale

7. Let’s Review: Course Element Overview Element% overall grade Discussion response36% Assignments51% Reviews8% –Writing Assignment5% Extra Credit is not offered

8. Text Your Textbook Title: The World of Customer Service, 2e Author(s): Pattie Gibson-Odgers Publisher: South-Western CENGAGE LEARNING ISBN: 13-978-0-538-73046-4 10: 0-538-73046-3

9. Let’s Review: Working with the assignments Start with the readings from the Unit Proof, proof, proof – grammar and spelling matters. Using APA is recommended. See syllabus. Apply the concepts and language of the course Answer all the questions in terms of the key concepts of that unit Additional research may be used. For example, if you are working with a video and wish to examine websites as well, that can only enhance your work. Be thorough, especially when examining the website If something is confusing, check with your professor

10. Let’s Review: Discussions Opportunity to clarify Work with material Ask questions Get help from instructor and classmates Exchange ideas Get feedback And they are fun!

11. Let’s Review: How to do well in discussions Pay attention to the rubric in your syllabus Post early Respond to at least two classmates Apply the language and concepts from your readings in your responses Interpret your own knowledge in terms of the course – personal experience is great, but apply your reading to it Check out the key terms at the end of each unit – try to incorporate them Use web based research where appropriate to make a point Use material from previous units to link concepts Be thoughtful, thorough, and substantive Check frequently to see if anyone has asked questions Anytime you are at your computer, and have a couple of minutes, drop in!

12. Let’s Review: Reviews Multiple choice quizzes Unit 5 and 8 Think the question through Retake the quizzes as necessary

13. Let’s Review: Deadlines All units close midnight EST on Tuesdays If you are having a difficulty getting work in- Contact me BEFORE the deadline. Discussion threads will be closed at that time and cannot be handed in late. Plan appropriately. All unit reviews and projects are also due at that time See the syllabus for late policies for projects 1-7 calendar days late = 20% penalty 8-14 calendar days late = 30% penalty more than 14 days = automatic zero

14. Let’s Review: Seminars Fun and helpful Rewarding part of the online experience. Opportunity to ask questions Opportunity to interact with classmates Day and time, as well as link to seminar room, will be posted by the instructor in the Announcements You can review the recording (which will be posted as a link in an Announcement) if you are unable to attend

15. Course Description Course Description - In this course, students will learn how companies can develop customer loyalty and address personalized customer needs. Students will apply concepts learned to real world scenarios and learn how to recapture previous customers and acquire new ones through effective relationship-building strategies. On-line communications tools and call center strategies will also be examined.

16. Question How would you define customer service?

17. Customer Service The process of satisfying a customer, relative to a product or service, in whatever way the customer defines his or her need (Odgers, 2008) Anything we do for the customer that enhances the customer experience (Harris, 2007) Examples

18. Question So why do you think excellent customer service is so rare?

19. Customer Satisfaction The customer’s overall feeling of contentment with a customer interaction (Harris, 2007) The state of mind that customers have about a company and its products or services when their expectations have been met or exceeded. 3 types of customer satisfaction – Satisfaction, Dissatisfaction, over joy and wow

20. Cost of Losing a Customer Lifetime customer worth

21. Are all customers create equal? Yes No Why? Why not? Tiered Service System

22. Relationships The relationship era

23. The Center of All Business Activities

24. What does exceptional customer service mean to you? 1.The product or service was delivered in the manner I expected. 2.I got some money back or a credit on my account without any hassles. 3.I’ve never experienced exceptional customer service. 4.My expectations of the company were exceeded by the service I received.

25. Do you feel that customer service has taken a back seat to profitability in today’s business economy? Yes No

26. Think about the last time you went out to eat somewhere other than a fast-food restaurant. What do you remember most about the experience—the food or the service? Food Service Both Neither

27. Mission Statement, Values, and Goals of Customer Service Examples of Mission Statements –“Good service is good business” –“We are ladies and gentlemen serving ladies and gentlemen”

28. External and Internal Customers External customers –Customers whose needs we traditionally think of serving, who purchase and use a company’s products and services Internal customers –People or departments within a company that rely on colleagues to provide the support they need to serve their own internal and external customers

29. Employment Growth for Customer Service Representatives (CSRs) According to the U.S. Bureau of Labor Statistics –Service related jobs are expected to increase at a faster rate than all other occupations. –Specifically, the CSR occupation is expected to increase from 2,063,000 jobs in 2004 to 2,534,000 jobs in 2014.

30. The Evolving Role of Customer Service The “New Customer Economy” is characterized as a power shift from companies to their customers. Traditionally, customer service was delivered in the Customer Service Department. Today, everyone in an organization must deliver exceptional customer service to all customers.

31. Multichannel Customer Contact Points Customer contact occurs through many channels –In person –On the phone –Through written communications –Online

32. The Role of a CSR In general, the role of a customer service representative is to –Answer questions –Solve problems –Take orders –Resolve complaints

33. Any Questions? Thank you for attending! See you next week! Instructor will post the link to the recording of tonight’s seminar in the course Announcements.