WELCOME TO UNIT 1
WELCOME TO UNIT 1
Martin J. McDermott
• B.S. Marketing
• MBA- International Business
• Post-MBA- Entrepreneurial Studies
• Pursuing Doctorate in Business Administration
• 7 years teaching Marketing, Direct Marketing, Internet
Marketing, Sales Management Principles, Retail
Management, Customer Relations, Business
Management, and Business Law
• Over 15 years sales and marketing experience
• Was faculty advisor for the Collegiate Entrepreneurs
Organization for the Kaplan University Chapter.
Tonight’s Agenda
Tonight I am going to review the following
topics with you:
• The syllabus,
• the expectations for the course,
• we will define customer service, relationships,
theories and definitions in customer service
Office Hours
My office hours are conducted through AOL Instant Messenger
(www.aim.com). The days and times are as follows:
Wednesdays and Thursdays 7-8 p.m EST.
My AIM address is Martin0368 (last 4 characters are digits- zero,
three, six, eight)
My email address is – mmcdermott@kaplan.edu
Phone 610-905-2919
Kaplan University Grading Scale
Total Points
Letter Grade
Percentage
Grade Point
930-1000
A
93-100%
4.0
900-929
A-
90-92%
3.7
870-899
B+
87-89%
3.3
830-869
B
83-86%
3.0
800-829
B-
80-82%
2.7
770-799
C+
77-79%
2.3
730-769
C
73-76%
2.0
700-729
C-
70-72%
1.7
670-699
D+
67-69%
1.3
600-669
D
60-66%
1.0
000-599
F
0-59%
0.0
Let’s Review: Course Element Overview
Element
% overall grade
• Discussion response
36%
• Assignments
51%
• Reviews
8%
–Writing Assignment
Extra Credit is not offered
5%
Text
Your Textbook
Title: The World of Customer Service,
2e
Author(s): Pattie Gibson-Odgers
Publisher: South-Western CENGAGE
LEARNING
ISBN:
13-978-0-538-73046-4
10: 0-538-73046-3
Let’s Review: Working with the
assignments
• Start with the readings from the Unit
• Proof, proof, proof – grammar and spelling matters. Using APA is
recommended. See syllabus.
• Apply the concepts and language of the course
• Answer all the questions in terms of the key concepts of that unit
• Additional research may be used. For example, if you are working
with a video and wish to examine websites as well, that can only
enhance your work.
• Be thorough, especially when examining the website
• If something is confusing, check with your professor
Let’s Review: Discussions
• Opportunity to clarify
• Work with material
• Ask questions
• Get help from instructor and classmates
• Exchange ideas
• Get feedback
• And they are fun!
Let’s Review: How to do well in discussions
• Pay attention to the rubric in your syllabus
• Post early
• Respond to at least two classmates
• Apply the language and concepts from your readings in your responses
• Interpret your own knowledge in terms of the course – personal experience is
great, but apply your reading to it
• Check out the key terms at the end of each unit – try to incorporate them
• Use web based research where appropriate to make a point
• Use material from previous units to link concepts
• Be thoughtful, thorough, and substantive
• Check frequently to see if anyone has asked questions
• Anytime you are at your computer, and have a couple of minutes, drop in!
Let’s Review: Reviews
• Multiple choice quizzes
• Unit 5 and 8
• Think the question through
• Retake the quizzes as necessary
Let’s Review: Deadlines
• All units close midnight EST on Tuesdays
• If you are having a difficulty getting work in- Contact me BEFORE the
deadline.
• Discussion threads will be closed at that time and cannot be handed in late.
Plan appropriately.
• All unit reviews and projects are also due at that time
• See the syllabus for late policies for projects
1-7 calendar days late = 20% penalty
8-14 calendar days late = 30% penalty
more than 14 days = automatic zero
Let’s Review: Seminars
• Fun and helpful
• Rewarding part of the online experience.
• Opportunity to ask questions
• Opportunity to interact with classmates
• Day and time, as well as link to seminar room, will be posted by
the instructor in the Announcements
• You can review the recording (which will be posted as a link in an
Announcement) if you are unable to attend
Course Description
• Course Description - In this course, students will learn
how companies can develop customer loyalty and
address personalized customer needs. Students will
apply concepts learned to real world scenarios and
learn how to recapture previous customers and acquire
new ones through effective relationship-building
strategies. On-line communications tools and call
center strategies will also be examined.
Question
How would you define customer
service?
Customer Service
• The process of satisfying a customer, relative to a
product or service, in whatever way the customer
defines his or her need (Odgers, 2008)
• Anything we do for the customer that enhances the
customer experience (Harris, 2007)
• Examples
Question
So why do you think excellent
customer service is so rare?
Customer Satisfaction
• The customer’s overall feeling of
contentment with a customer
interaction (Harris, 2007)
• The state of mind that customers
have about a company and its
products or services when their
expectations have been met or
exceeded.
• 3 types of customer satisfaction –
Satisfaction, Dissatisfaction, over
joy and wow
Cost of Losing a Customer
• Lifetime customer worth
Are all customers create equal?
• Yes
• No
• Why?
• Why not?
• Tiered Service System
Relationships
• The relationship era
The Center of All Business
Activities
What does exceptional
customer service mean to
you?
1. The product or service was
delivered in the manner I
expected.
2. I got some money back or a
credit on my account without
any hassles.
3. I’ve never experienced
exceptional customer
service.
4. My expectations of the
company were exceeded by
the service I received.
Do you feel that customer service has taken
a back seat to profitability in today’s
business economy?
• Yes
• No
Think about the last time you went out to eat
somewhere other than a fast-food restaurant. What
do you remember most about the experience—the
food or the service?
• Food
• Service
• Both
• Neither
Mission Statement,
Values, and Goals of Customer Service
• Examples of Mission Statements
– “Good service is good business”
– “We are ladies and gentlemen serving ladies and gentlemen”
External and Internal Customers
• External customers
– Customers whose needs we traditionally think of serving, who
purchase and use a company’s products and services
• Internal customers
– People or departments within a company that rely on
colleagues to provide the support they need to serve their own
internal and external customers
Employment Growth for Customer Service
Representatives (CSRs)
• According to the U.S. Bureau of Labor Statistics
– Service related jobs are expected to increase at a faster rate
than all other occupations.
– Specifically, the CSR occupation is expected to increase from
2,063,000 jobs in 2004 to 2,534,000 jobs in 2014.
The Evolving Role of
Customer Service
• The “New Customer Economy” is characterized as a
power shift from companies to their customers.
• Traditionally, customer service was delivered in the
Customer Service Department.
• Today, everyone in an organization must deliver
exceptional customer service to all customers.
Multichannel Customer
Contact Points
• Customer contact occurs through many channels
–
–
–
–
In person
On the phone
Through written communications
Online
The Role of a CSR
• In general, the role of a customer service
representative is to
–
–
–
–
Answer questions
Solve problems
Take orders
Resolve complaints
Any Questions?
Thank you for attending!
See you next week!
Instructor will post the link to the recording of
tonight’s seminar in the course
Announcements.