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Embed code for: CS Week 1A (1.1,1.2) (1)
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Introduction to Customer Service Lecture Week 1A Assessment Criteria 220.127.116.11
Define Customer service
Discuss the types of customer
Define the term customer service policy
Discuss principles of customer service
Evaluation of customer service policy
Define customer service
Make your own definition of customer service
(Write down in your notebooks and then share it with your next neighbour).
‘At Your Service Spotlight’: Walt Disney – a legacy of customer service
Disneyland is a work of love. We didn’t go into Disneyland just with the idea of making money’.
Walt’s personal philosophy (values, morals, religious beliefs, creative goals, innate psychographic awareness)
Excellence more crucial than profits
Disney’s commitment to its customers - focus on the guest experience rather than traditional business efficiencies
positive alternative to saying ‘no’
novel approach to staff training
…the practice of delivering products and services to both internal and external customers via the efforts of employees or through the provision of an appropriate servicescape.
Services and service culture
Interaction between employees and customers
The services marketing triangle
Designing and using CS policies
Written statement of policy
Statement in hands of customer
Hiring/training CS personnel
ability to take order
Completing the transaction
Guarantee, warranty ,Changes
Customer claims, complaints
acting on feedback
Customer Service Elements
Customer Service Policy
“Is a document written by an organisation to tell the customers about the minimum levels of service they can expect”
Dale & Oliver (2007: 111)
Evaluation of CS policy
Vision statement and mission statement
Customer service goals in line with your vision and based on your research into customer needs
Customer policy is straightforward and customer-friendly (product overview, speed, follow up, communication , complaints, recovery, retention and employee monitoring)
What is customer service?
Importance of customer service policy in Hospitality and tourism context
Hudson,S & Hudson,L(2013) Customer service for Hospitality and tourism, Oxford: Goodfellow Publishers Limited
Cook, S(2008) Customer care excellence: How to create an effective customer focus, London: Kogan page