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Contents Preface vii Thanks xi Imperative 1: Find and Retain Quality People 1 1 Recruit Creatively and Hire Carefully 3 2 Keeping Your Best and Brightest 12 Imperative 2: Know Your Customers Intimately 19 3 Why Customer Satisfaction Isn’t Enough 21 4 Listening Is a Contact Sport 28 5 A Complaining Customer Is Your Best Friend 38 6 Little Things Mean a Lot 46 7 Learning from Lost Customers 54 Imperative 3: Build a Service Vision 59 8 The Power of a Service Strategy 61 9 Getting Your Vision Down on Paper 70 10 Service Standards Build Consistency 77 Imperative 4: Make Your Service Delivery Processes ETDBW (Easy to Do Business With) 85 11 Effort: The Achilles’ Heel of Customer Experience 87 12 Making Service Delivery Processes “Happy” 94 13 Measure and Manage from the Customer’s Point of View 102 14 Serving Online: When Clicks Replace Bricks 111 15 Add Magic: Creating the Unpredictable and Unique 120 16 Make Recovery a Point of Pride 127 v American Management Association•www.amanet.org.
Thanks “Thank you” is a phrase we use with a myriad of emotions and a variety of depth. The phrase can be as ordinary as the words we use when we get our order at the drive-in window of a fast- food restaurant. The exact same phrase can be as overwhelm- ing as the farewell to a departing parent at graveside.
Imperative 2 Know Your Customers Intimately You subscribe to all the trade journals. You bookmark the best blog sites. You do an annual survey of your customers. The com- pany even has done some market research and a few focus groups. You sit next to the people on the phones from time to time.