Mostafa Purmehdi
Marketing Management Class of 2015 @HEC Montreal
CUSTOMER SERVICE
AND
LOYALTY DEVELOPMENT
S E S S I O N S I X
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Mostafa Purmehdi
HEC Montreal
Understand Customer Service
Expectations, Satisfaction, Loyalty, Profitability
O B J E C T I V E S
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Services are
PERISHABLE
INTANGIBLE
VAIRABLE
INSEPARABLE
of Canadian employment
in 2009
75%
of Canadian GDP
in 2009
2/3
INTANGIBLE
TANGIBLE
SERVICE
ORGANIZATION
EMPLOYEES
CONSUMERS
INTERNAL
MARKETING
EXTERNAL
MARKETING
INTERACTIVE
MARKETING
Components of Customer Service
O B J E C T I V E S
CUSTOMER SERVICE
A Compnay's
Relationship
w i t h i t s
CUSTOMERS
E v e r y t h i n g t h a t
customers experience
when doing business
w i t h a c o m p a n y
T h e O B J E C T I V E i s
to best satisfy customers
in a cost - effective way
and build customer loyalty
MANAGING CUSTOMER SERVICE
m e a n s m a n a g i n g a l l
experiences and expectations
WHO IS THE CUSTOMER HERE?
CUSTOMERS
deciders
buyers
gatekeepers
initiators
influencers
end user
PROFITABILITY
SATISFACTION
LOYALTY
- Studying customer expectations
- Establishing a customer service vision
- Enhancing moments of truth
- Measuring customer satisfaction
- Delivering customer service interactions, in line with the customer service vision
- Customer databases
- Selecting and implementing loyalty-building strategies
- Continuously reinforcing the quality of customer service
Customer Service
Components
Honesty
Accessibility
Attentiveness
Speed
Competence
Helpfulness
Courtesy & Respect
Advice
Empathy
Discretion
Customer Recognition
Confidentiality
Flexibility
Convenience
Adaptation
Protection
there are 2 more missing.
EXP
ECT
AT I
ON
Establishing a customer service vision: Type and Level of customer service, not necessarily the maximum level or an exceptional level
CONSISTENT
SIMPLE
MOTIVATING
PROFITABLE
YET REALISTIC
DEMANDING
EASY to UNDERSTAND
CUSTOMER SERVICE VISION
ENHAN
CING
MOMENTS
of TRUTH
SATISFACTION
MEASURING
CUSTOMER SATISFACTION
SINCE
1990s
ACSI
American Customer Satisfaction Index
Hitler finds out his IT support team
doesn't measure customer satisfaction
Importance of
Building a Relationship
O B J E C T I V E S
romantic
DEFINITION
behavioral
DEFINITION
Length of
Customer Retention
5 years
80%
50%
33%
3%
FIRST
W H A T I S T H E
QUESTION
A B O U T L O Y A L T Y ?
WHOSE LOYALTY SHOULD WE DEVELOP ?
Loyalty Building STRATEGIES
- Customer satisfaction
- Reasonable constraints (switching costs)
- Promotional loyalty programs
- Direct efforts to increase customer share
- Maximum customer service
- Personalization
- Systematic customer recovery and win-box
Customer Satisfaction
Reasonable Constraints
Promotional
Loyalty Programs
Personalization
Systematic Recovery
and customer win-back
THANK YOU
For Your Attention
s e e y o u n e x t w e e k
Customer Service and Loyalty Development
By Mostafa Purmehdi
Customer Service and Loyalty Development
session six
