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

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

1st Edition
By Sriram Dasu and Richard Chase
Copyright: 2013

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ISBN10: 0071809937 | ISBN13: 9780071809931

$28.00

The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.

Program Details

CONTENTS
PREFACE xiii
ACKNOWLEDGMENTS xv
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 6
It Is All About Your Customers’ Perceptions 7
Factors That Shape Your Customers’ Perceptions 8
A Scientific Approach to Delivering Great Experiences 20
Beyond the Encounter: Memory Management 21
CHAPTER 2
DESIGNING EMOTIONALLY INTELLIGENT PROCESSES 23
Emotions 101 24
Services Differ in Their Emotional Content 29
Emotions and Emotional Intelligence 31
Factors That Drive Your Customers’ Emotions 31
Tiered Approach for Shaping Emotions 36
Designing Emotional Themes 37
Creating Processes to Deliver the Emotional Theme 44
Blueprints for Tracking Your Customers’ Emotions 47
Segmenting Your Customers 52
Responding to Your Customers’ Transaction History 54
A Limited Approach to Managing Emotions 55
Key Principles for Designing for Optimal Emotional Impact 56
Conclusion 56
CHAPTER 3
ENGENDERING YOUR CUSTOMERS’ TRUST 59
Market Mechanisms for Reducing Risk for Your Customer 61
Benefits of Trust 62
Components of Trust 63
Whom Does Your Customer Trust: The Firm or the Employee? 65
Moments That Influence Trust 67
Cues to Trustworthiness Before the Encounter 69
Calculated Versus Blind Trust 72
Cues to Trustworthiness During the Encounter 73
Building Your Trust Fund 79
Key Principles for Building Trust 87
CHAPTER 4
SHAPING YOUR CUSTOMERS’ PERCEPTIONS OF CONTROL 89
Control Matters 90
Components of Control: Behavioral and Cognitive Control 91
Moments That Influence Your Customers’ Perception of Control 92
Battles for Control 93
Allocating Control to Your Customer Through Choice 96
Allocating Control to Your Customer Through Self-Service 99
Framework for Sharing Control with Your Customers 102
Enhancing Your Customers’ Perceived Control 106
Devise Mistake-Proof Processes 111
Manage Server Behavior 112
Sway with Social Proofing 113
Conclusion 114
CHAPTER 5
SEQUENCING THE EXPERIENCE 117
The Sequence Impacts Your Customers’ Perceptions 118
Customers’ Preferences for Separating or Combining Events 125
Sequencing When There Are Multiple Encounters 126
Designing the Sequence 128
Sequence Theory Matters for Your Employees 133
Principles for Sequencing the Encounter 134
Self Quiz: DSL Help Desk 135
CHAPTER 6
TIME WARP: DURATION MANAGEMENT 139
Perception Is Everything When It Comes to Time 140
Temporal Distortions 141
Factors That Influence Duration Judgments 146
The Value of Time 147
Factors That Alter Your Customers’ Valuation of Time 147
Pacing and Cultural Intelligence 149
Reducing Your Customers’ Perceived Duration of the Wait 150
Build Your Customers’ Anticipation for Positive Outcomes 162
Enhance Value-Added Activities 164
Conclusion 167
CHAPTER 7
ATTRIBUTION: ENSURING THAT YOU GET YOUR DUE 169
Subjective Perceptions 170
Do Your Customers Recognize a Success or a Failure? 172
How Your Customers May Discern the Cause 173
When Memory Plays Attribution Tricks 177
How Your Customers May Assign Responsibility 179
Feeling the Hurt 182
Channeling Your Customers’ Attribution 184
Principles for Managing Attribution 191
CHAPTER 8
PUTTING THE CONCEPTS TO WORK 193
Identify the Relevant Psychological Factors 195
Develop Service Experience Improvement Projects 199
Project Examples 202
Think in Terms of Three Ts and Four Ps 206
ETCs for Employees 207
ENDNOTES 211
INDEX 217