Ch_14_PP_5th_Edition

Ch_14_PP_5th_Edition - Learning Objectives: Examine the...

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1 Learning Objectives: Examine the purpose of total customer service. Determine what constitutes service quality. Know when and how to service. Understand your role in servicing. Appreciate how to upgrade and cross-sell current customers. Develop a systematic plan for follow-up activities. Service After the Sale CHAPTER 14 CHAPTER 14
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2 Service is an Ongoing Activity Selling is the courtship; Service is like “permanent dating” You become part of the customer’s team You establish a basis for a long-term relationship You might get new prospects (your current customers give them to you) Think of each customer as your only account
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3 Quotable Quotes “A lot of people have fancy things to say about customer service, including me, but it’s just a day-in, day-out, ongoing, never-ending, unremitting, persevering, compassionate type of activity.” - Leon Gorman, L.L. Bean
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4 The Nature of Total Customer Service Service Quality Can be a strategy to acquire and maintain customers Don’t talk customer service, live perfect service Inform customers of what to expect Exceed their expectations Moments of Truth Each time a customer comes in contact with an employee, a moment of truth occurs At each such moment, customers become aware of your service quality
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Value Added Everything the salesperson does during and after the sale provides added value Means going above and beyond what is merely expected of you Warranty and repairs are part of what is sold Carl Sewell estimates the lifetime value to his Cadillac dealership of one satisfied buyer at well over $300,000. Service Techniques That Support
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This note was uploaded on 12/03/2008 for the course MKT 363 taught by Professor Bingham during the Fall '08 term at Bryant.

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Ch_14_PP_5th_Edition - Learning Objectives: Examine the...

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