David E. Deviney, D.B.A. HOW-TO B O O K S HOW-TO

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Outstanding Customer Service:

The Key to Customer Loyalty

David E. Deviney, D.B.A.

H OW-TO BOOKS H OW-TO

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Outstanding Customer Service:

The Key to Customer Loyalty

David E. Deviney, D.B.A.

Coastal Training Technologies Corp.

500 Studio Drive Virginia Beach, VA 23452

Outstanding Customer Service: The Key to Customer Loyalty

David E. Deviney, D.B.A. Copyright ?1998 by Coastal Training Technologies Corp.

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All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.

This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that neither the author nor the publisher is engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional should be sought.

Credits: PCoastal Training Technologies Corp.

Editor in Chief: Designer: Cover Design and Illustration:

Art Bauer Todd McDonald Karen Massetti Miller Gayle O'Brien Kevin Zdenek

Published by Coastal Training Technologies Corp. 500 Studio Drive Virginia Beach, VA 23452

Library of Congress Catalog Card Number 98-72664 Deviney, David E., D.B.A. Outstanding Customer Service: The Key to Customer Loyalty

ISBN 1-884926-95-9

Printed in the United States of America 01 00 99 9 8 7 6 5 4 3 2

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Introduction

"Sales are down. We're just not getting repeat business. We have to improve our customer service!"

If you've ever worked with customers, you know how vitally important outstanding customer service can be in building customer loyalty. And you probably also know that improving customer service is more complex than most people realize. For example, suppose an organization wants to help its employees improve their telephone customer service skills. The employees attend a course in which they develop their telephone communication. But when they return to work, they find that because of the long delay customers have before they talk with them, the customers are upset and even abusive. What is the problem?

Outstanding customer service means more than developing good communication skills, though these skills are very important. In order for an organization to provide outstanding customer service, it must develop customer service systems that support and reinforce customer service skills. Customer service systems include hiring, training, rewards, call servicing, repair support, and order processing, to name just a few. The best telephone skills in the world will not be able to completely overcome a faulty call system that requires customers to wait an unreasonable length of time before they talk to someone who can help them.

This book focuses on customer service representatives, the skills they must develop, and the systems within which they must work. Our ongoing theme is the basic philosophy "We care about our customers." I see this slogan and others like it plastered all over the walls of some organizations--maybe you have too. I'm sure these signs are well-meaning, but they miss the point. Words and advertising will not convince customers that you really care about them--actions and behaviors will. If you care about your customers, show them. As the saying goes, "Customers go where they are wanted and stay where they are appreciated."

Many of you reading this book may have little direct control over the customer service systems you use. You probably do, however, have some influence over these systems or at least over the people who work in those areas. To help improve systems, I have included a section on auditing and continuous improvement that will help you evaluate your role in the customer service system. You may even begin to influence others to look at what they are doing too.

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About the Author

Dr. David Deviney is the owner of David Deviney & Associates, a consulting firm that serves a variety of industries. As a consultant, Dr. Deviney specializes in customer service, strategic planning, and behavioral change. Having progressed through the ranks, he received his formal education later in his career. He is noted for his skill in applying the theoretical in a practical world.

Acknowledgments

I would like to thank the following people for providing input and encouragement in the writing of this book: Mary Alice Deviney, Jennifer Wilt, Norma Drown, Regina McCarthy, Tom McCarthy, Mary Gomez, Dennis Engelke, Pat McNally, Carrie Carson, Jerry Barton, and Bob Sobel.

All these people made my job a little easier.

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