Keeping Customers for Life

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Keeping Customers for Life, based on the best-selling AMACOM book of the same name, will set you on the path to 100% customer satisfaction and become your "bible" for achieving service excellence.

Learn how to: 
  • Seize Customer Service Opportunities (CSO)
  • Resolve complaints and solving customer problems.
  • Apply the "I.D.E.A." Process (Identify, Diagnose, Explore, and Act)
  • Empower your frontline contact people to be proactive customer champions
Course Objective:
Understand strategies for improving overall customer satisfaction and the process for resolving customer complaints and problems.
Credits: CEU 1 CPE 19


About This Course..... ix
How to Take This Course .....xi 
Pre-test .....xiii

1 Introduction .....1

    Service in Today's Economy
      The Real Japanese Miracle
    Barriers to Service Excellence
    Customer-Driven Service
      Production versus Service
      Today's Competitive Edge
      Master Strategy
    Business Plan
      Mission Statement
      Service Business Plan
    Recap
    Review Questions
2 Top-Management Commitment .....15

    How Leading Companies Do It
    Modeling the Behaviors You Want
      Using the Laws of Human Behavior
    Showing Customer Commitment
    100 Percent as a Goal
    Recap
    Review Questions
3 Internal Evaluation..... 27

    Key Causes
    Measuring Service
      Strategy
      Execution/Process
      Structure
      Outcomes
      Impact
    Calculating Cost
    Internal Evaluation
    Action Plans
    Recap
    Review Questions
4 Determining Customer Requirements .....43

    Types of Customer-Insight Research
      Contact by Managers
      Contact by Employees
      Feedback
      Mail and Telephone Surveys
      Focus Groups
    Basic Principles of Research
      Decision-Focused
      Coordinated
      Multiple Sources
      Standardized
    Other Methods
    Suggestions for Customer Information
    Recap
    Review Questions
5 Goals and Performance Measures .....59

    Establishing Service Quality Requirements
    Goals
      Make Goals Visible
      Goal Statements
    Measuring Performance
      Specifications and Key Indicators How Leading Companies Do It
    Fixing Problems
      Evaluating People
    Recap
    Review Questions
6 Customer-Driven Management .....75

    Creating Customer-Driven Strategies
      Systems
      Improving the Service System
    Becoming a Customer Champion
      Voting with Your Feet
      Customer Impact Statements
    Customer Service Opportunities
      What Customers Want
      Finding CSOs
      Your Department's CSOs
    Recap
    Review Questions
7 Customer Relations = Employee .....91

    Relations
    Customer-Employee Relationship
      Employee Problems
      Information Sharing
      Accountability
      Respect
      Support
    Employees as Customers and Suppliers
      Value Chain
    The Right Way to Manage Your Employees
      Career Growth
      Critiquing Performance
    Your Portfolio
    Recap
    Review Questions
8 Empowering Employees as .....103

    Problem Solvers
    Empowering Decision Makers
    Picking the Right People
      Selection
      Training
    Empowering Problem Solvers
      Rational versus Creative Problem Solving
    The "IDEA" Process
      Identify
      Diagnose
      Explore
      Act
    Tracking and Measurement
    Recap
    Review Questions
9 Feedback and Rewards .....121

    A Lion in Your Office
    Early Warning System
      One on One
      The Marketplace
      The Sales Force
    Feedback for Employees
    Recognition, Rewards, Celebrations B
      e Creative
      Use Ceremony
      Be Sincere
      Not Money
    New Attitude Day
    Motivation
    Change
    Recap
    Review Questions
10 A Cross-Functional, Customer-Driven .....135

    Network
    Managing a Cross-Functional Network
      Traditional versus Network Managers
    Selling the Service Imperative
      Getting Support from Management
    Enlisting Support
      The Onion Patch
      Snowballing
      Tin Cupping
    Establishing a Network
    Measuring and Tracking Progress
      Other Structures
    Who Will Be the CCO?
    Recap
    Review Questions
Appendix A Customer Commitment survey .....147
Appendix B: Service Business Plan .....153
Bibliography .....155
Post-test .....159
Index .....163


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