Customer Service Technical Writing, Lab Reports of Technical Writing

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CHAPTER 10:

CUSTOMER SERVICE

Prisiados, Ronalyn Quinlat, Cherish Anne BSIT-FPSM 2-

Customer Service

STYLE AND PHILOSOPHY

There really are not multiple styles and philosophies of customer service. Two or three decades ago, a lack of customer focus began to draw the attention of academics and managers. As a result, numerous "gurus" of customer service developed a set of ideas and philosophies to help everyone "relearn" how to treat customers. The "customer service industry" seemed to favor people who started their days by saying: “I’m going to go to work and tick off the first 217 people I see.” - 1991, Anderson and Zemke There are in fact no distinct customer service philosophies or styles. Although this is only one, there are numerous excellent explanations that can assist businesses in "getting it right." Anderson and Zemke point out that “... what it really comes down to is: You. What you do is important. What you do is work—hard work: Answering questions... solving problems... untangling corporate logjams... fixing what ’s broken and finding what ’s lost... soothing the irate and reassuring the timid.. .” PERFECT DESCRIPTION OF FOOD SERVICE OPERATION  The work is important.  The work is hard.  Solve problems  Corporate logjams?  Fix what’s broken.  Soothe the irate and reassure the timid.  Oh yes, the foodservice industry provides the perfect model for all customer service successes and failures. Walk the Talk Company Eric Harvey - 1977 “talk a good game”

Disney’s resorts, restaurants, hotels, theme parks, and other offerings probably serve more customers than any other entertainment enterprise, and Disney ’s goal is to make everyone have a “magical time” Southwest Airlines is part of an industry that has become emblematic of poor customer service and yet it has remained profitable and known for their service as other airlines have slipped into bankruptcy. QUALITY AND STANDARDS Disney’s service theme, “To create happiness, for people of all ages everywhere,” has given it a distinct competitive advantage, but the same is possible for any small restaurant in any local market that adopts as its service theme anything that induces its staff “to serve great food and make our customers happy.” To accomplish this service theme, Disney established four criteria of action or service standards of behavior to empower its employees (cast members) when making decisions Disney service standards. It is worth considering how to translate these standards into any foodservice operation:  Safety. Any condition or incident that jeopardizes safety must be corrected immediately.  Courtesy. Respond quickly and politely to any customer suggestion or complaint without second-guessing.  Show. Welcome customers conspicuously as soon as they enter an establishment and let them know how much you hope they will enjoy their experience.  Efficiency. Setting up a counter properly with all the supplies needed within easy reach, displayed at the appropriate temperature, in a clean showcase. MEASUREMENT It is an assessment of service delivery to a customer, client, citizens or other recipients which can include an assessment of a quality, timeliness and satisfaction among other factors.

- Problem Identification Most complaints involve situations or products that do not meet guest expectations, so unhappy guests receive no response to their complaints, no matter when or how they are given, they will most likely not return. On the other hand, identifying problems can be as easy as noticing rancor sullen silence when a guest is leaving. Servers should also be trained to follow up with a customer if an item is barely touched. Preparing servers to hear the worst is the rule here, so that they will be comfortable listening to whatever a given problem is. Many larger chains or companies monitor Internet sites

where customers review restaurants, just to look for issues in their own restaurants. Traditionally, restaurants and onsite foodservice operators have relied to a considerable extent on comment cards or other such feedback channels.

- Customer Data Management Customer Data Management is the practice of acquiring, storing, organizing, analyzing customer data for organizational decision-support, enabling the improvement of the organization’s responses and behaviors to customer acquisitions, customer growth, service support, service delivery, customer experiences, retention, and relationships through the organization’s specialized capabilities in marketing, sales, research, development, production, and overall operations. SERVICE FAILURE AND RECOVERY

• Service failure refers to not being able to perform the service that a company has promised, While service recovery refers to compensating and recovering the damage that has been done.
• Service Recovery Strategies In addition to establish-ing a plan, an operation needs a service recovery theme, because when a guest is angry or upset about a mistake, employees become uncomfortable. That is human nature. A little help remembering how to handle difficult situations is important. Here are some suggestions with easy to remember acronyms:
• ACT:
• GIFT:
• RELATE: