Customer Management Excellence - Mike Faulkner

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Résumé :

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...

Sommaire:

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.