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WIKIBOOKS
DISPONIBILI
?????????

ART
- Great Painters
BUSINESS&LAW
- Accounting
- Fundamentals of Law
- Marketing
- Shorthand
CARS
- Concept Cars
GAMES&SPORT
- Videogames
- The World of Sports

COMPUTER TECHNOLOGY
- Blogs
- Free Software
- Google
- My Computer

- PHP Language and Applications
- Wikipedia
- Windows Vista

EDUCATION
- Education
LITERATURE
- Masterpieces of English Literature
LINGUISTICS
- American English

- English Dictionaries
- The English Language

MEDICINE
- Medical Emergencies
- The Theory of Memory
MUSIC&DANCE
- The Beatles
- Dances
- Microphones
- Musical Notation
- Music Instruments
SCIENCE
- Batteries
- Nanotechnology
LIFESTYLE
- Cosmetics
- Diets
- Vegetarianism and Veganism
TRADITIONS
- Christmas Traditions
NATURE
- Animals

- Fruits And Vegetables



ARTICLES IN THE BOOK

  1. ACNielsen
  2. Advertising
  3. Affiliate marketing
  4. Ambush marketing
  5. Barriers to entry
  6. Barter
  7. Billboard
  8. Brainstorming
  9. Brand
  10. Brand blunder
  11. Brand equity
  12. Brand management
  13. Break even analysis
  14. Break even point
  15. Business model
  16. Business plan
  17. Business-to-business
  18. Buyer leverage
  19. Buying
  20. Buying center
  21. Buy one, get one free
  22. Call centre
  23. Cannibalization
  24. Capitalism
  25. Case studies
  26. Celebrity branding
  27. Chain letter
  28. Co-marketing
  29. Commodity
  30. Consumer
  31. Convenience store
  32. Co-promotion
  33. Corporate branding
  34. Corporate identity
  35. Corporate image
  36. Corporate Visual Identity Management
  37. Customer
  38. Customer satisfaction
  39. Customer service
  40. Database marketing
  41. Data mining
  42. Data warehouse
  43. Defensive marketing warfare strategies
  44. Demographics
  45. Department store
  46. Design
  47. Designer label
  48. Diffusion of innovations
  49. Direct marketing
  50. Distribution
  51. Diversification
  52. Dominance strategies
  53. Duopoly
  54. Economics
  55. Economies of scale
  56. Efficient markets hypothesis
  57. Entrepreneur
  58. Family branding
  59. Financial market
  60. Five and dime
  61. Focus group
  62. Focus strategy
  63. Free markets
  64. Free price system
  65. Global economy
  66. Good
  67. Haggling
  68. Halo effect
  69. Imperfect competition
  70. Internet marketing
  71. Logo
  72. Mail order
  73. Management
  74. Market
  75. Market economy
  76. Market form
  77. Marketing
  78. Marketing management
  79. Marketing mix
  80. Marketing orientation
  81. Marketing plan
  82. Marketing research
  83. Marketing strategy
  84. Marketplace
  85. Market research
  86. Market segment
  87. Market share
  88. Market system
  89. Market trends
  90. Mass customization
  91. Mass production
  92. Matrix scheme
  93. Media event
  94. Mind share
  95. Monopolistic competition
  96. Monopoly
  97. Monopsony
  98. Multi-level marketing
  99. Natural monopoly
  100. News conference
  101. Nielsen Ratings
  102. Oligopoly
  103. Oligopsony
  104. Online marketing
  105. Opinion poll
  106. Participant observation
  107. Perfect competition
  108. Personalized marketing
  109. Photo opportunity
  110. Planning
  111. Positioning
  112. Press kit
  113. Price points
  114. Pricing
  115. Problem solving
  116. Product
  117. Product differentiation
  118. Product lifecycle
  119. Product Lifecycle Management
  120. Product line
  121. Product management
  122. Product marketing
  123. Product placement
  124. Profit
  125. Promotion
  126. Prototyping
  127. Psychographic
  128. Publicity
  129. Public relations
  130. Pyramid scheme
  131. Qualitative marketing research
  132. Qualitative research
  133. Quantitative marketing research
  134. Questionnaire construction
  135. Real-time pricing
  136. Relationship marketing
  137. Retail
  138. Retail chain
  139. Retail therapy
  140. Risk
  141. Sales
  142. Sales promotion
  143. Service
  144. Services marketing
  145. Slogan
  146. Spam
  147. Strategic management
  148. Street market
  149. Supply and demand
  150. Supply chain
  151. Supply Chain Management
  152. Sustainable competitive advantage
  153. Tagline
  154. Target market
  155. Team building
  156. Telemarketing
  157. Testimonials
  158. Time to market
  159. Trade advertisement
  160. Trademark
  161. Unique selling proposition
  162. Value added


 

 
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    ENGLISHGRATIS.COM è un sito personale di
    Roberto Casiraghi e Crystal Jones
    email: robertocasiraghi at iol punto it

    Roberto Casiraghi           
    INFORMATIVA SULLA PRIVACY              Crystal Jones


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MARKETING
This article is from:
http://en.wikipedia.org/wiki/Customer_service

All text is available under the terms of the GNU Free Documentation License: http://en.wikipedia.org/wiki/Wikipedia:Text_of_the_GNU_Free_Documentation_License 

Customer service

From Wikipedia, the free encyclopedia

 

Customer service is the provision of labour and other resources, for the purpose of increasing the value that buyers receive from their purchases and from the processes leading up to the purchase. With the rising dominance of the service sector in the global economy, customer service has grown in importance, as its impact on individuals, households, firms, and societies has become widespread.

History

The modern concept of customer service has its roots in the craftsman economy of the 1800s, when individuals and small groups of manufacturers competed to produce arts and crafts to meet public demand. In the 1970s, international competition increased, and producers responded by improving the quality of their products and services.

The overall quality of customer service - in society and in specific industries - will continue to be determined by the relative balance of power between suppliers and consumers; it will improve as competition becomes more intense, and decline as competition decreases.

Strategic advantage

A company can outperform rivals only if it can establish a difference that it can preserve. Customer service can be such a difference. It is very difficult to control, and therefore difficult to imitate. It is difficult to control because of its variability. The level of service may vary greatly between two providers in the same organization. It may also vary from one moment to another, even as delivered by the same provider. The difficulty is compounded in multi-unit operations: in addition to variability within units, there is also variability among units.

That is both the challenge and the opportunity. The consistent delivery of superior service requires the careful design and execution of a whole system of activities that includes people, capital, technology, and processes. The few companies that can manage this system do stand out, and are sought out. This is the foundation of their sustainable competitive advantage.

Culture

For an organization’s members to deliver superior service consistently, they must be acculturated, i.e. instilled with the values, traits, patterns, and behaviors associated with a service culture. The mechanisms of this acculturation include recruitment, training, empowerment, and accountability, within the framework of an organization’s ideology of service.

Service ideology

An organization’s ideology comprises its purpose (Why are we here?) and values (What do we stand for?). Organizations renowned for providing excellent customer service have typically defined their purpose in terms of service – to serve their customers, and to serve their members. Their values typically include integrity, trustworthiness, reliability, personal responsibility, industriousness, continuous improvement, respect, and consistency.

Training and empowerment

Training is focused on enabling personnel to deliver service in a manner that is beneficial to both the organization’s customers, and to itself.

Technology

Technology has made available a wide range of very powerful customer service tools. They range from support websites and the ability to have live chats with technical staff to databases tracking individual customers' preferences, pattern of buying, payment methods etc., and tailoring products and service responses based on this advanced data. Specialist software that is designed for the tracking of service levels and for helping recognize areas for improvement are often integrated into other enterprise operational software tools such as ERP software.

Accountability

Whereas outstanding service organizations allow their people to make mistakes and learn from their failures, there is little or no tolerance for violations of its core service values. People who do not fit into the culture are removed. Customers tend to be more forgiving of organizations who acknowledge and apologize for their mistakes, rather than those who deny them. Thus taking responsibility for mistakes and correcting them is an important aspect of good customer service.

What customers want

Delivering customer service begins with understanding what customers want. And this understanding begins with the understanding that they do not always know what they want, or why they want it. Traditional market research assumes that they do. Newer methods recognize that as much as 95% of our decision making is subconscious.

Common research methods (e.g., surveys and focus groups) reveal what customers think their motivations are, rather than what their motivations truly are. When respondents do not comprehend their true motivations, they tend to state how they think they ought to be motivated. Recent progress in neuroscience and in observational technologies have yielded more reliable, less biased results. Companies have Interaction Designers that use User Centred Design methods, among others, to understand what customers need. They often use Personas to represent the research outcomes i.e., to describe the customer they are designing for.

Regardless of how they arrived at their findings, most researchers agree on the factors listed in this table to the right. Suppliers that meet these requirements are likely to give their customers a satisfactory experience.

In a competitive environment, however, satisfaction may not be enough. To stay in business, firms must provide at least as much satisfaction as their competitors. Moreover, firms that aim to gain profitable growth must increase the number of their customers while reducing the cost of customer acquisition. This is particularly true of companies that compete in mature industries. The objective then is not merely to satisfy customers, but to convert them into promoters (customers who recommend a company to others). Promoters serve to increase a firm’s clientele, without increasing its cost of acquisition – i.e. with no additional marketing or promotional expense.

But customers do not make recommendations lightly. When they make a recommendation, they put their own reputations on the line. Firms must earn that recommendation through the consistent delivery of outstanding customer service.


 

Benefits of customer service


 

References

  • Berry, Leonard L. (1999). Discovering the Soul of Service. Free Press. ISBN 0-684-84511-3.
  • Berry, Leonard L. (1995). On Great Service. The Free Press. ISBN 0-02-918555-6.
  • Berry, Leonard L.. "The Old Pillars of New Retailing", Harvard Business Review, 2001.
  • Blanchard, Ken; Ballard, Jim; Finch, Fred (2004). Customer Mania!. Free Press. ISBN 0-7432-7028-2.
  • Carbone, Lewis (2004). Clued In. Financial Times Prentice Hall. ISBN 0-13-101550-8.
  • Carlzon, Jan (1987). Moments of Truth. Ballinger Publishing Co.. ISBN 0-06-091580-3.
  • Clark, Hannah. Customer Service Goes to Hell.
  • Consortium for Research on Emotional Intelligence in Organizations Emotional Competence Framework. Retrieved March 14, 2006.
  • Software and technology tools in providing improved customer service. Retrieved December 05, 2006.
  • Collins, Jim; Porras, Jerry (2002). Built to Last. Harper Business Essentials. ISBN 0-06-051640-2.
  • Dartnell Corporation; Dee, David (1997). Dazzle Me!. Dartnell Corp. ISBN 0-85013-274-6.
  • Disney Institute (2003). Be Our Guest. Disney Editions. ISBN 0-7868-5394-8.
  • Drucker, Peter F (2005). "Managing Oneself". Harvard Business Review Jan: 13.
  • Fleming, John H.. "Manage Your Human Sigma", Harvard Business Review, 1 July 2005.
  • Goleman, Daniel (1997). Emotional Intelligence. Bantam. ISBN 0-553-37506-7.
  • Goleman, Daniel (2000). Working with Emotional Intelligence. Bantam. ISBN 0-553-37858-9.
  • Harvard Business School Press (2003). Managing Change and Transition. Harvard Business School Press. ISBN 1-57851-874-1.
  • Kamin, Maxine (2002). Customer Service Training. ASTD. ISBN 1-56286-330-4.
  • Levy, Michael; Weitz, Barton (2004). Retailing Management 5e. McGraw-Hill/Irwin. ISBN 0-07-249720-3.
  • Lord, Robert G; Klimoski, Richard J; Kanfer, Ruth (eds) (2002). Emotions in the Workplace. Pfeiffer. ISBN 0-7879-5736-4.
  • National Performance Review (1998). World-Class Courtesy. Retrieved March 12, 2006.
  • Peters, Thomas; Waterman, Robert (1982). In Search of Excellence. Warner Books. ISBN 0-446-38507-7.
  • Porter, Michael E. (1980). Competitive Strategy. Free Press. ISBN 0-7432-6088-0.
  • Porter, Michael E. (1985). Competitive Advantage. Free Press. ISBN 0-684-84146-0.
  • Frederick F. Reichheld (2003). "The One Number You Need to Grow". Harvard Business Review December: 12.
  • Reichheld, Fred (2006). Ultimate Question. Harvard Business School Press. ISBN 1-59139-783-9.
  • Reis, Dayr; Pena, Leticia; Lopes, Paulo A. (2003). "Customer satisfaction: The historical perspective". Management Decision 41: 195-198.
  • Schmitt, Bernd (2003). Customer Experience Management. Wiley. ISBN 0-471-23774-4.
  • Snow, Dennis; Yanovitch, Teri (2003). Unleashing Excellence. DC Press. ISBN 1-932021-06-X.
  • Spector, Robert; McCarthy, Patrick D. (1996). The Nordstrom Way. Wiley. ISBN 0-471-16160-8.
  • Spector, Robert; McCarthy, Patrick D. (2005). The Nordstrom Way to Customer Service Excellence. Wiley. ISBN 0-471-70286-2.
  • Welch, Jack (2005). Winning. HarperCollins. ISBN 0-06-075394-3.
  • Zaltman, Gerald (2003). How Customers Think. Harvard Business School Press. ISBN 1-57851-826-1.
  • Zemke, Ron; Albrecht Karl (1985). Service America. Irwin Professional. ISBN 0-87094-659-5.

See also

  • Customer experience management
  • Customer relationship management
  • Customer survey

External links

  • Customer Service Manager Forum for the discussion of customer service matters.
  • CustomersAreAlways.com Devoted to customer service and the principles of exceptional customer services
  • Service Untitled A blog about customer service and the customer service experience.
  • Customer Service Point Resource and articles on good customer service.
  • Top 5 Reasons Why "The Customer Is Always Right" Is Wrong Advice on keeping your business's priorities straight.
  • Customer Service Zone Free Resource Center A repository of customer service improvement resources, includes articles, book excerpts, customer service knowledgebase, and discussion form, with a special emphasis on difficult and angry customers.
  • Service Management 365 Community site for managers of on site customer service
Retrieved from "http://en.wikipedia.org/wiki/Customer_service"