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Understand Consumer Psychology to Drive Profits and Growth
Want 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 to enhance the customer experience--every time.
In this economic climate, the customer service experience is more critical than ever. Most leading service firms advocate the TLC mantra: Think Like a Customer. That's a good practice, but first you have to understand what your customer is thinking and feeling. Today's business leaders cannot afford to neglect the psychological principles that govern customer satisfaction and long-term loyalty.
What are the factors that really determine customer satisfaction? Two of the nation's leading authorities on service psychology, Sriram Dasu and Richard Chase, have written this groundbreaking guide that identifies and demystifies the psychological triggers behind customer behavior. You'll go where customer satisfaction surveys, mystery shoppers, and focus groups can't--and learn exactly why customers respond and behave the way they do.
With findings drawn from behavioral science research, this book provides all the tools you need to evaluate your current service platforms and design future strategies to enhance customer perceptions positively and drive your sales.
The Customer Service Solution illustrates why even companies with high levels of satisfaction are missing tremendous opportunities by neglecting the emotional elements that govern consumer interactions.
This book will show you how to:
- Shape and manage customer perceptions
- Understand implicit versus explicit outcomes
- Develop the roles of control and choice among buyers
- Design emotionally intelligent processes
- Build trust among customers
Whatever your business may be--healthcare, hospitality, financial services, e-commerce, and more--this book is an essential tool to help you increase profits by leveraging your company's customer experience.
PRAISE FOR THE CUSTOMER SERVICE SOLUTION:
"Harnessing the power of emotions will help to drive an exceptional customer experience creating customers for life to help your business thrive. Finally, a guide to help us better understand how to do this." -- James Merlino, MD, Chief Experience Officer, Cleveland Clinic
"Required reading for anyone designing a service encounter." -- James Heskett, Professor Emeritus, Harvard Business School, coauthor of The Service Profit Chain and Service Future
"I have always known that our customers shop with us because they want to, not because they have to. How to make them want to is the secret that this great book unlocks." -- Kevin Davis, President and CEO, Bristol Farms
"[Dasu and Chase] share easy-to-understand ideas and guidance to operations managers who typically do not think about the psychology of customers in designing their services." -- Mary Jo Bitner, PhD, Professor and Executive Director, Center for Services Leadership, W. P. Carey School, Arizona State University
"Dasu and Chase provide an excellent set of ideas for delivering emotional customer service experiences through systems and operations." -- Rodolfo Medina, Vice President, Marketing & Commercial, Rock in Rio
"This book provides valuable insights to managing and molding the customer's emotional journey, leading to ultimate satisfaction and sustainable loyalty." -- Ali V. Kasikci, Regional Managing Director, Orient-Express
- Sales Rank: #873532 in eBooks
- Published on: 2013-06-28
- Released on: 2013-06-28
- Format: Kindle eBook
About the Author
Sriram Dasu, associate professor at the Marshall School of Business, University of Southern California, has written numerous articles on operations management and continues to publish in leading academic and professional journals nationwide.
Richard B. Chase, Justin Dart Professor Emeritus, Marshall School of Business, University of Southern California, is the coauthor of Operations and Supply Chain Management, which sold over a million copies and is now in its thirteenth edition, having been translated into 12 languages. He's widely acknowledged as one of the founders of the Service Operations Management field.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Service experiences can be engineered and improved
By Hunter Hastings
The tenets of Service Science, an academic approach to design and analysis for the creation of value in the service economy, are converging with marketing. This is a positive development. Marketing is the science of understanding customer needs and designing solutions to meet them. Service Science (or the term I prefer, Service Thinking) starts with the principle that the output of a service is an experience. The quality of that experience is subjectively assessed by the individual customer - emotionally, idiosyncratically, and inconsistently. The inevitable consequence is individualization and personalization of service design. Can this be achieved with efficiency and scale? Yes, it can. How? By applying the principles of process engineering - the same ones that have brought us such marvelous experiences on platforms such as iPhones and tablets and CRM software. Professor Dasu's book is a cutting edge description and analysis of the processes and tools of service design engineering. Professor Dasu's approach is much more open and practical than much of the academic work that precedes him, and points to tremendous opportunities for service innovation, productivity and growth in the future. The book is useful for practitioners in marketing, customer service and relations, and PR and advertising. We look forward to further work from this innovative thinker and engineer.
0 of 0 people found the following review helpful.
Must Read for Customer Service Professionals
By Shirley Fine Lee
"The Customer Service Solution" is a must read for managers of customer service centers or retail/on-line stores. When you read this, plat to use a highlighter for marking key information and have a notebook handy for listing ideas you may want to implement. Most of the examples presented are related to the service industry rather than a product-based business, but the text applies across all types of businesses. In chapter 1, Chase and Dasu introduce the 3 T's of Customer Service: Task to be done, Treatment of customer, and Tangible features of service. Then they reinforce this idea throughout the book even though they do not always link the new information back to the 3 T's. Other interesting tips they share with the reader include: 4 key principles for building customer trust, 7 behaviors that show interest in the customer; a framework for sharing control of a situation and/or decision making with the customer; 5 principles for sequencing the customer encounter, 5 strategies for keeping customers, and various factors that influence the customers concept and value of time in the process of handling problems or waiting in line. Most key information from each chapter is summarized in a conclusion area at end of chapter.
0 of 0 people found the following review helpful.
Philosophical. Scholarly. Better for top management who develops and sets CS strategies
By ServantofGod
Dont know whether I am too practical or operational, I find the ideas of the book very high level and conceptual. Pardon my being pragmatic but I do have better appreciation of books that empower and enlighten me to swiftly put what I read into practice. For those who want a quick fix, please give this a pass.
p.s. Below please find few of the favorite passages of mine for your reference.
I know what I have given you. I do not know what you have received. – Antonio Porchia, Voces pg1
People will forget what you said, people will forget what you do, but people will never forget how you made them feel. – Jason Barger pg23
CLICK:- Communicate courteously, Listen to learn, Initiate immediately, Create connections, Know your stuff pg46
An email sent to customers immediately after the purchase had the following structure:-
Emotions. Reduce post purchase regret: “Congratulations. “ We are confident you will enjoy the product.”
Trust. “We are the leading…”
Control. “In five days your order will be delivered to the address given below. In three days you will…”
Close on a positive note. “ We are delighted to have you as a member of….” Pg204
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