1. © 2011 South-Western | Cengage Learning GOALS LESSON 1.2 THE CUSTOMER’S VIEW Explain the importance of individual effort in serving customers Describe the effects of customer complaints

2. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 2 1.2 Each Employee Is the Company Individual effort Company liaison Attitude The customer’s perspective

3. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 3 1.2 Individual Effort Treat customers well. Never judge customers. View all customer contacts as ways to build and nurture relationships.

4. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 4 1.2 Company Liaison Company to customer Show customers how products and services meet their needs. Offer fast, acceptable solutions to problems. Customer to company Relay customer requests, comments, and complaints.

5. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 5 1.2 Attitude Is Important Greet every customer with a positive, helpful attitude. Offer the best possible service. Let customers know that their business is valued. Actively seek customer feedback about your service.

6. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 6 1.2 The Customer’s Perspective View the company through customers’ eyes to identify needed improvements. Ask the following questions: How do customers view the products and services of your company? Do they receive what they need and want? Is the appearance of the store or office appropriate? Is the website user friendly? Is the staff friendly and helpful?

7. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 7 1.2 Negative and Positive Experiences Jaguar case study Children speak up Negative feedback can be your friend. What about positive comments?