Customer Service Strategy

Lesson 7
Chapter 2
Objectives
1. Define customer service
2. Identify and illustrate the successful local customer service
strategies (Philippine setting)
3. Demonstrate understanding of the elements of customer
service strategy
4. Familiarize with exceptional customer service ideas
What is Customers Service?
• the service or care that a consumer receives before, during
and after a purchase.

• It is one of the factors that consumers consider when buying

value ---- the other is quality (of product or service)
Activity: Exceptional Customer Service Ideas

Think-Pair-Share: Based on your experience, write examples of

customer service that you think is effective to gaining customer
support and loyalty.
 Steps in Identifying a Service Strategy
1. Determine the most important service attributes for meeting
and exceeding customer’s expectations
2. Determine the most important service attributes on which
competitors are most vulnerable
3. Determine existing and potential service capabilities of our
company
4. Develop a service strategy that addresses important,
enduring customer needs, exploits competitor vulnerabilities,
and fits the companies capabilities and potential
Customer Service as a Differentiation Strategy

Differentiation strategy
• Is an integrated set of action designed to produce or deliver
goods or services that customers perceive as being different in
ways that are important to them.
 The 4 Core Elements of
Customer Service Strategy
 4 Core Elements of Customer Service

• Refers to accurate and dependable service and keeping the

service promise

1. Service Reliability
Ways to Ensure Service Reliability
• Service Reliability is about Attitude.
– Nurtures the values of accuracy and dependability that prevents
many errors caused by carelessness.
• Service Reliability is about Design.
– Dependability and accuracy can be designed into service system
– Dependability and accuracy comes from failure-free and less
complicated service system
• Ways to make the customer say “Wow!”
• Refers to the unexpected extra service.

2. Service Surprise
Ways to Provide Service Surprise
1. Surprise the Customers with Details
Great service companies “major in minors!”
• They use details to be different
• The many little things done with the customers’ interest in mind
• To signal to the customers that the company is special.

2. Surprise the customers with Extra Efforts

earn extra credit with customers through extra effort
customers remember when you go out of way to help them.
refuse to give up until a persistent problem is solved
• A service strategy that involves regaining the customer’s
confidence when the service was deficient

3. Service Recovery
Effective Service Recovery
• Make a sincere, concerted effort to remedy the problem
– This makes customers more forgiving.
– This makes customers more willing to recommend the firm.
– It improves the perception of overall service quality.
• This means giving a level playing field for the company and the
customer
• Business is conducted in an ethical arena

4. Service Fairness
Service Fairness
Fairness is to touch all the elements of Customer’s Expectations:

Elements of Customer’s Expectations

1. Reliability. keeping your promise
2. Tangibles. offering clean and comfortable facilities
3. Responsiveness. giving prompt service
4. Assurance. being courteous and competent
5. Empathy. being caring and give individualized attention
Service Reliability Service Surprise

Core Elements
of Customer
Service Strategy

Service Recovery Service Fairness

 Exceptional Customer Service Ideas
• Parking space for
customers
instead of serving the space
closest the company’s gate
for the president of the
company, why not reserve it
for the customer.
 Exceptional Customer Service Ideas

• For hotels, they can offer a

moneyback warranty if a cockroach is
found in the hotel room of the
customer.

• 4. For auto repair shops,

automatically checking brake fluid,
oil, water, batteries, clocks, ensuring
a clean car even if customers didn’t
ask for it may do wonders.
Performance Task #1:
Title: Exceptional Customer Service Plan

1. Choose an industry and develop your own program of

exceptional customer service strategy for before, during
and after transactions. Describe each strategy in full
detail.
 Criteria for Rating
CRITERIA
1. RELEVANCE TO THE TOPIC (40%)
2. COMPLETENESS (20%)
3. STRUCTURE/COMPOSITION (15%)
4. EFFICIENCY (15%)
5. CREATIVITY (10%)
Description Excellence Satisfactory Fair Poor
5 4 3 1
Exactly descriptive of the
performance requirement
Customer service program has
before, during and after
service plan of action
Language structure is
grammatically correct and
with minimum spelling errors
Submission is on or before the
deadline
Extra effort on the
performance task is visible
References
1. Customer Service Strategy @ www.studyMarketing.org
https://www.slideshare.net/nusantara99/customer-service-strategy
2. Customers Service strategy by Scarlett Voughn
https://www.slideshare.net/ScarlettVoughn/customer-service-
11903077