Mike Faulkner

Customer Management Excellence (eBook, PDF)

Successful Strategies from Service Leaders
Redaktion: Hurst, Steve; Tripp, Adrian

• Format: PDF

Produktbeschreibung

CRM today is much like BPR in the 1990s. It is the strategy of the 21st century. Everyone is jumping on the bandwagon, but few are doing it in a way that will reap long-term benefits. And while billions are being spent worldwide, as yet there is not one case study of a true CRM focused company that is achieving major business success. Why? Three years ago Quest Media introduced the National Customer Service Awards. The philosophy was to research, recognise and reward organisations that were pushing the barriers of customer management to new limits. Written by the editor of Customer Management magazine, this book draws on Quest's research to reflect the current thinking behind today's front-runners in the customer management field. The authors challenge accepted thought processes and give realistic timeframes for implementing the innovative thinking that will produce tomorrow's Customer Management Excellence. * An 'all you need to know about customer management' handbook - draws on the authors' vast experience to help unravel this complex topic * Provides case studies and examples of organisations that are award-winners in their innovative customer management techniques * Includes a glossary of terms and checklists to help readers benchmark their own progress in implementing successful customer management

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 224
• Erscheinungstermin: 30. Dezember 2002
• Englisch
• ISBN-13: 9780470856369
• Artikelnr.: 37299589

Autorenporträt

Adrian Tripp and Steve Hurst Adrian Tripp is founder and Group Publishing Manager of Quest Media. Quest Media publishes two magazines: Customer Manager - Strategy & Practice for the Customer-Driven Enterprise and Winning Business. In addition to the two magazines, Quest Media run frequent seminars on subjects related to the magazines, in association with the Institute of Professional Sales. They produce research reports on sales and customer management issues - available through seminars and the magazines (eg: The Future of Selling 250pp). Most recently they launched the National Sales Awards, again, in association with the Institute of Professional Sales (1200 people came to the dinner). They are currently developing on-line products such as benchmarking tools that are deliverable over the web. The aim of Quest Media is to raise the profile of the 'selling profession' and to give it more status than it has afforded in the past.

Inhaltsangabe

Introduction 1
Part I
1 Evaluating a Customer-Centric Approach 11
Generic overview 12
Are you price-, product- or customer-driven? 13
Transition towards customer focus 16
Differentiation through service 17
What customer service excellence means to an organisation 19
Readiness checklist 19
Case study: Unipath 20
Case study: London Borough of Newham 22
2 Enter the Customer Service Director 25
Introducing the role of customer director 26
Customer elements of a commercial business 27
How do service personnel keep touch with the changing corporate structure?
28
What makes customers important enough to have a director? 29
Readiness checklist 30
Case study: Sun Life Financial of Canada 31
Case study: Legal & General Assurance Society 33
3 Recognising the Cultural Needs of a Service Operation 35
Recognising the culture within different organisations 36
Marrying a culture of profit to a service excellence ethic 37
Undergoing a cultural change 39
Change management issues 40
Top-down approach to service culture 41
Readiness checklist 43
Case study: Thames Water Utilities 43
Case study: The Royal Bank of Scotland 45
4 The Shift from Call Centre to Contact Centre 47
The emerging multichannel call centres 49
Managing change while maintaining service levels 51
Multitasking CSRs and keeping staff on-message 52
Linking the data with the rest of the enterprise 55
Readiness checklist 56
Case study: Loop Customer Management 57
Case study: Newcastle City Council 59
Part II
5 Dealing with Lifetime Values 63
Calculating customer lifetime values 64
LTV is a key requisite to realise the full customer value 68
Emerging trends in LTV measurement 69
Is LTV being realised by companies and if so, how? 70
Readiness checklist 71
Case study: Carpetright 72
Case study: Zurich Financial Services 74
6 How to Deal with Unprofitable Customers 77
Evaluating your customers' value, segment by segment 78
How to differentiate the service offering to your top 10 per cent 81
Should you continue to serve unprofitable customers? 82
How to offload the customers that cost you money 83
Creating a knowledge-base about serial complainers 84
Readiness checklist 85
Case study: Hilton plc 86
Case study: Vauxhall Motors 88
7 Complaint (Feedback) Management 91
Proactively managing complaints 92
Predicting service shortfalls to reduce complaints 94
Establishing transparency in terms of organisational culture 96
When to tell the truth, the whole truth and nothing but ... 97
Admitting your failings 98
Communication as a tool to deal with disgruntled customers 100
Readiness checklist 102
Case study: Thomas Cook Retail 103
Case study: The Capita Group 105
8 Reputation Management 107
Executing effective damage limitation 108
How to distance yourself from third-party actions 109
Communicating with customers when you are powerless 111
How companies are addressing third-party issues 112
The emergence of customer unions 113
Readiness checklist 115
Case study: Travelcare 116
Case study: The Boots Company 118
9 Managing Expectation 121
Customer service excellence increases expectation 122
Customer service excellence becomes the norm 125
Should service be paid for to reduce customer expectation? 125
Reducing expectation can lead to reduction in customer churn 126
How organisations are dealing with customer perceptions and changes in
expectation 128
Readiness checklist 130
Case study: International Rectifier Company (GB) Ltd 130
Case study: Powergen plc 132
Part III
10 Empowering Customer-Facing Staff 137
How empowering staff impacts on staff retention 138
How empowerment impacts on customer retention 139
How to empower staff and to what level 141
Building staff confidence to ensure ownership of complaints 142
Developing a set of discretionary awards 143
Defining exactly how long that 'extra mile' should be 145
Readiness checklist 146
Case study: Currie & Brown 147
Case study: WHSmith 149
11 Service Personnel Adopting the Sales Role 151
A satisfied complainer will remain loyal forever 152
Cross-sell and up-sell opportunities with a satisfied complainer 154
How to gain a 360-degree view of the customer 155
Identifying when a customer is satisfied 157
Interdepartmental communications: internal collaboration - a vital link 159
Can service personnel see themselves as sales people? 160
Readiness checklist 161
Case study: Siemens Communications 162
Case study: AON Warranty Group 164
12 Caring for Your Carers 167
Avoiding jadedness in front-line staff 168
Avoiding inconsistent service levels 169
Taking a meaningful interest in your staff and their problems 170
Promoting openness and discussion in the workplace 172
Incentivising staff to go that 'extra mile' 173
Acknowledging service excellence through benefits 174
Understanding what motivates your staff and rewarding accordingly 175
Readiness checklist 176
Case study: National Westminster Bank 177
Case study: Mid Kent College 179
The Final Chapter - A Summary 181
The process 182
And the final words for the doubters 186
6 Case studies featuring main category winners from National Customer
Service Awards
BT Cellnet 187
Eurostar UK 190
Midland Mainline 194
Sainsbury's Supermarkets 197
Stannah Stairlifts 200
The Trafford Centre 204
Glossary of Terms 209
Index 213

Rezensionen

"... pragmatic, down-to-earth analysis of the key issues involved..." (Marketing Business, February 2003)