CHAPTER 14
BUILDING RELATIONSHIPS
WITH
TOTAL CUSTOMER SERVICE
THE NATURE AND PURPOSE OF
TOTAL CUSTOMER SERVICE
Service is an Ongoing Activity
Selling is the courtship; Service is like “permanent
dating”
o You become part of the customer’s team
o You establish a basis for a long-term relationship
o You might get new prospects (your current customers
give them to you)
o Think of each customer as your only account
o
“A lot of people have fancy things to say about customer
service, including me, but it’s just a day-in, day-out,
ongoing, never-ending, unremitting, persevering,
compassionate type of activity.”
- Leon Gorman, L.L. Bean
Service Quality
Strategy
Can be a strategy to acquire and maintain
customers.
o Segment customers
o Inform specific customers what to expect
o Exceed expectations
o Must be a way of life
o
Moments of Truth
o
Each time a customer contacts your firm a