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Customer Service & Loyalty. Dr. Mark Rosenbaum University of Hawaii. Satisfaction. Customer Delight. To meet or to exceed expectations Precursor to loyalty. Loyalty. Commitment Despite situational forces that encourage switching behaviors. Steps to satisfaction. Answer your phone

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customer service loyalty

Customer Service & Loyalty

Dr. Mark Rosenbaum

University of Hawaii

satisfaction
Satisfaction
  • Customer Delight.
  • To meet or to exceed expectations
  • Precursor to loyalty
loyalty
Loyalty
  • Commitment
  • Despite situational forces that encourage switching behaviors.
steps to satisfaction
Steps to satisfaction
  • Answer your phone
  • Don’t make promises unless you WILL keep them
  • Listen to your customers
  • Deal with complaints
  • Be helpful - even if there’s no immediate profit in it
steps
Steps
  • Train your staff (if you have any) to be ALWAYS helpful, courteous, and knowledgeable.
  • Take the extra step.
  • Throw in something extra.
survey customers
Survey Customers
  • Are current customers satisfied?
  • What about customers who defect?
  • Why do 90% of all customers defect?
  • Satisfaction is temporal.
loyalty1
Loyalty
  • Why are customers loyal?
    • Habit, after 5 years, 80% usually stay
    • Convenience
    • Beyond the product and into the social
    • Loyalty is not necessarily forever
service quality
Service Quality

a. Reliability--ability to perform the promised service dependably and accurately.

b.Tangibles--appearance of physical facilities, equipment and personnel.

c.Responsiveness--willingness to help customers and to provide prompt service

d.Assurance--knowledge and courtesy of employees and their ability to inspire trust and confidence.

e.Empathy--caring individualized attention the form provides its customers

the questions
The questions
  • Tangibles:
    • X has modern-looking equipment
    • X’s physical facilities are visually appealing
    • X’s employees are neat-appearing
    • Materials associated with the service, such as statements, are visually appealing.
reliability
Reliability
  • When X promises to do something by a certain time, it does so.
  • When you have a problem, X shows a sincere interest in solving it.
  • X performs the service right the first time.
  • X provides its services at the time it promises to do so.
  • X insists on error free records.
responsiveness
Responsiveness
  • Employees of X tell you exactly when services will be performed.
  • Employees of X give you prompt service.
  • Employees of X are always willing to help you.
  • Employees of X are never too busy to respond to your requests.
assurance
Assurance
  • The behavior of employees of X instills confidence in customers.
  • You feel safe in your transactions with X.
  • Employees of X are consistently courteous with you.
  • Employees of X have the knowledge to answer your questions.
empathy
Empathy
  • X gives you personal attentions.
  • X has operating hours convenient to all its customers.
  • X has employees who give you personal attention.
  • X has your best interests at heart.
  • Employees of X understand your specific needs.
but what about employees
But, what about employees
  • Internal Service Quality:
    • Workplace design
    • Job design
    • Employee selection & development
    • Employee rewards & recognition
    • Tools for serving customers
employee satisfaction
Employee Satisfaction
  • Surveys
  • Frequent interviews
  • Roundtable discussions
leads to
Leads to…
  • Employee Retention
    • Avg. tenure of employees
  • Employee Productivity
    • Sales per employee
value
Value
  • Perceived Benefits/Costs
  • Wal-mart vs. small town America
  • Without value, no sales, no traffic
customer satisfaction
Customer Satisfaction
  • Current
  • Defects
  • Don’t aim for 100% it’s impossible.
  • In fact, it’s not feasible!
    • http://www.theacsi.org/
  • Mark’s hypothesis
customer loyalty
Customer Loyalty
  • Retention
  • Repeat Business
  • Referrals
results
Results
  • Revenue Growth
  • Profitability
    • How to measure profitability:
    • http://www133.americanexpress.com/osbn/tool/ratios/financialratio.asp
    • Thomson Analytics
    • Yahoo financials

Students should realize that a balance sheet without rations is like a house without a roof—it’s not complete and I wouldn’t want to live in it on a cloudy day.