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The Customer Service Solution: Managing Emotions, Trust, and Control to Win Your Customer’s Business

Book Description

Understand Consumer Psychology to Drive Profits and GrowthWant to know exactly what’s driving your customer’s behavior?NOW YOU CAN!The Customer Service Solution explains how consumers perceive services and shows you how toenhance the customer experience every time.

Table of Contents

  1. Cover
  2. THE CUSTOMER SERVICE SOLUTION: MANAGING EMOTIONS, TRUST, AND CONTROL TO WIN YOUR CUSTOMER’S BUSINESS
  3. Copyright Page
  4. Dedication
  5. CONTENTS
  6. PREFACE
  7. ACKNOWLEDGMENTS
  8. CHAPTER 1 CUSTOMER SERVICE SOLUTIONS: LEVERAGING CUSTOMER PSYCHOLOGY TO DESIGN SERVICE OPERATIONS
    1. Implicit Outcomes Are Important for Your Customers
    2. Types of Knowledge Needed for Delivering Implicit Outcomes
    3. Parsing the Service Encounter
    4. It Is All About Your Customers’ Perceptions
    5. Factors That Shape Your Customers’ Perceptions
    6. A Scientific Approach to Delivering Great Experiences
    7. Beyond the Encounter: Memory Management
  9. CHAPTER 2 DESIGNING EMOTIONALLY INTELLIGENT PROCESSES
    1. Emotions 101
    2. Services Differ in Their Emotional Content
    3. Emotions and Emotional Intelligence
    4. Factors That Drive Your Customers’ Emotions
    5. Tiered Approach for Shaping Emotions
    6. Designing Emotional Themes
    7. Creating Processes to Deliver the Emotional Theme
    8. Blueprints for Tracking Your Customers’ Emotions
    9. Segmenting Your Customers
    10. Responding to Your Customers’ Transaction History
    11. A Limited Approach to Managing Emotions
    12. Key Principles for Designing for Optimal Emotional Impact
    13. Conclusion
  10. CHAPTER 3 ENGENDERING YOUR CUSTOMERS’ TRUST
    1. Market Mechanisms for Reducing Risk for Your Customer
    2. Benefits of Trust
    3. Components of Trust
    4. Whom Does Your Customer Trust: The Firm or the Employee?
    5. Moments That Influence Trust
    6. Cues to Trustworthiness Before the Encounter
    7. Calculated Versus Blind Trust
    8. Cues to Trustworthiness During the Encounter
    9. Building Your Trust Fund
    10. Key Principles for Building Trust
  11. CHAPTER 4 SHAPING YOUR CUSTOMERS’ PERCEPTIONS OF CONTROL
    1. Control Matters
    2. Components of Control: Behavioral and Cognitive Control
    3. Moments That Influence Your Customers’ Perception of Control
    4. Battles for Control
    5. Allocating Control to Your Customer Through Choice
    6. Allocating Control to Your Customer Through Self-Service
    7. Framework for Sharing Control with Your Customers
    8. Enhancing Your Customers’ Perceived Control
    9. Devise Mistake-Proof Processes
    10. Manage Server Behavior
    11. Sway with Social Proofing
    12. Conclusion
  12. CHAPTER 5 SEQUENCING THE EXPERIENCE
    1. The Sequence Impacts Your Customers’ Perceptions
    2. Customers’ Preferences for Separating or Combining Events
    3. Sequencing When There Are Multiple Encounters
    4. Designing the Sequence
    5. Sequence Theory Matters for Your Employees
    6. Principles for Sequencing the Encounter
    7. Self Quiz: DSL Help Desk
  13. CHAPTER 6 TIME WARP: DURATION MANAGEMENT
    1. Perception Is Everything When It Comes to Time
    2. Temporal Distortions
    3. Factors That Influence Duration Judgments
    4. The Value of Time
    5. Factors That Alter Your Customers’ Valuation of Time
    6. Pacing and Cultural Intelligence
    7. Reducing Your Customers’ Perceived Duration of the Wait
    8. Build Your Customers’ Anticipation for Positive Outcomes
    9. Enhance Value-Added Activities
    10. Conclusion
  14. CHAPTER 7 ATTRIBUTION: ENSURING THAT YOU GET YOUR DUE
    1. Subjective Perceptions
    2. Do Your Customers Recognize a Success or a Failure?
    3. How Your Customers May Discern the Cause
    4. When Memory Plays Attribution Tricks
    5. How Your Customers May Assign Responsibility
    6. Feeling the Hurt
    7. Channeling Your Customers’ Attribution
    8. Principles for Managing Attribution
  15. CHAPTER 8 PUTTING THE CONCEPTS TO WORK
    1. Identify the Relevant Psychological Factors
    2. Develop Service Experience Improvement Projects
    3. Project Examples
    4. Think in Terms of Three Ts and Four Ps
    5. ETCs for Employees
  16. ENDNOTES
  17. INDEX