Ask any CEO how important customer service is to their company’s success and you’re sure to get some variation of “our customers are our highest priority”. It’s no secret that extraordinary service is the “golden ticket”, but saying it and doing it right are two different things entirely.
Unfortunately, many executives today still view customer service as a cost center. Treating customer care as a necessary nuisance is a misguided game plan with serious bottom-line consequences. By contrast, forward-thinking companies – embracing a more strategic perspective on customer service – are repositioning customer service as a profit center and reaping the significant benefits of an unbeatable marketing machine – a word-of-mouth monster that directly drives sales, repeat business and referrals.
In this second edition of Strategic Customer Service, John Goodman ( Vice Chairman, Customer Care Measurement & Consulting) and Scott M. Broetzmann (Co-founder, President & CEO, CCMC), show how leading companies are leveraging customer service as a defining strategy for transforming their businesses. Drawing on decades of research for organizations such as American Express, Coca-Cola, FedEx, GE, Harley Davidson, J & J, Marriott, Mayo Health System, and Toyota, Goodman and Broetzmann – pioneers in improving the customer experience – show you how to:
- Generate a business imperative for building proactive, profit-focused customer service
- Realize and maximize the strategic relationship between service, sales, and marketing
- Blend people, processes, and technology into a culture of high-quality service
- Leverage every service interaction into an opportunity to create enduring customer satisfaction and loyalty – and to maximize revenue and profit per customer with every interaction
- Fuel low-cost, high-powered word-of-mouth (and “word-of-mouse”) marketing that parlays your current customers’ great experiences into countless new relationships
- Deliver consistent levels of service to all of your customers, whether they’re local or global
Practical, provocative, and straightforward, the book blends the rigor and fact of formal research, lively case studies, and proven practices to deliver the “what”, “why”, and “how” of exceptional service. In the process, the authors debunk the conventional wisdom of customer care and show, for instance, that it’s cheaper to deliver super service; that “silver” customers are often more profitable than “gold” ones; and that most traditional service-quality measures don’t work. Strategic Customer Service, 2nd Ed. shows how to rethink your service strategy and start earning more loyalty, winning more customers and driving substantial growth and serious profit.
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