1. Strategy For Formulating A Plan For Success
Chapter Four
Strategy For Formulating A Plan For Success

2. Why a strategy? A strategy is a plan for positive action.
Planning is finding a recognizable direction to focus on.
Culture: composed of values, beliefs, and norms shared by a group of people.

3. Examples of Culture in Specific Industries
Typical workday hours
Industry lingo
Peer accountability
Levels of certification
Extra company-sponsored activities

4. High & Low-Touch Customers
High-touch customers require a high level of interaction.
Examples:
Bank lobbies
Hotel lobbies
Purchase of real estate
Prestige restaurant
Lawyers & accountants

5. Cont… Low-touch customers expect a low level of interaction. Examples:
Automatic teller machines
Do-it-yourself copy machines
Express rental car checkout

6. Segmentation of your Market
Market segmentation is dividing customers into groups with similar characteristics.

7. 7 Guidelines for creating a strategy
Segment your customers
Identify the largest & most profitable customer groups
Determine your customers’ expectations
Develop a plan to achieve their expectations
Implement the plan
Set an evaluation timetable
Evaluate and continue to improve the strategy

8. Chapter Five
Empowerment

9. What is empowerment?
It is to able or permit customer service providers to make a range of decisions to assist their customers.

10. Importance of a mission and purpose statement
This statement expresses the purpose for the organization’s existence and the mission is by which the organization will fulfill its purpose.

11. Steps to Empowering Customer Service Providers
Paint a picture of what you hope to accomplish
Allow workers to own their empowerment choices
Reward and recognize positive examples and results to empowerment
Commit for the long haul

12. Coproduction
The customers participate in providing at least a part of their own service.
Examples:
Car washes valid for 7 days
Self-service copy shops
Salad bars

13. Design of Systems
A customer service system is any set of procedures that contribute to the completion of customer service.

14. Guidelines for System Design
1. Identify
2. List
3. Review
4. Seek to empower
5. Create a culture
6. Evaluate the system’s effectiveness

15. Communications In Customer Service
Chapter Six
Communications In Customer Service

16. What is communication?
Communication is the process in which information, ideas and understanding are shared among two or more people.
Customer intelligence is the process of gathering information, building a historical database, and developing an understanding of current, potential and lapsed customers.

17. Methods of Communication
1. Listening
2. Writing
3. Talking
4. Reading
5. Nonverbal expression