| 1. The Engineer on the Ladder: Reaching for the Highest Level of Service
2. The Four Elements of Customer Satisfaction: - Perfect Product/Perfect Service, Caring Delivery, Timeliness, and an Effective Problem Resolution
3. Recovery! Turning Service Failures Around:
- The Italian Mama Method
- The Four Steps to Great Service Recoveries
- Who Should Handle Customer Complaints?
4. Keeping Track to Bring Them Back: - Tracking Customer Roles, Goals and Preferences
5. Language Engineering: Every. Word. Counts. - Including:
- Establishing a Consistent Style of Speech
- Creating a Lexicon of Preferred Language and Phrasing
- Choosing Language to Put Customers at Ease, Not to Dominate Them
- Concentrate Your Language Efforts on the Key Customer Moments: Hellos, Good-Byes, and the Times When Things Fall Apart
- Shut Up Sometimes: The Artie Bucco Principle
- Show, Don’t Tell (And Don’t Ever Just Point)
- Phone and Internet Language and Communication Pointers
6. Getting Your Company to Think Like a Customer
- Building Anticipation Into Your Products and Services
Putting Processes to Work for You
7. Process-Based Anticipation on the Internet
8. Creating a Powerful Orientation and Reinforcement Process for Customer-Facing Employees - Including:
- On Day One, Nothing is Tangential
- Defining a Customer-Facing Employee’s Underlying Purpose
- The Daily Check-In
- Training Employees to Anticipate—Carefully
9. The Rise of Self-Service - And How to Do it Right (Now that Customers Demand It)
10. Hello/Good-Bye: Two Crucial Moments with a Customer - including:
- It’s Google—Not You—Who Decides Where Visitors Enter Your Site. Be Sure They’re Greeted Properly Anyway
- Taking Control of Good-Byes
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