By Warren Blanding
A consultant to constructing and operating a ecocnomic service-oriented division, with tips about creating a contribution to the corporate final analysis, concentrating on patron wishes, slicing expenses whereas expanding potency, and selecting among telecommunications strategies.
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Additional resources for Customer service operations: the complete guide
An individual buying as an agent for others. 4. An individual who receives the service or product but does not order it or pay for it. 5. An individual who orders or pays for the service or product but does not receive it. 6. An individual who specifies product or service characteristics or standards but does not specify the source. 7. An intermediate buyer who buys a service or product for resale as-is, for example, wholesaler, retailer, travel agent. 8. A buyer who buys the product or service for incorporation into other services or products: components for finished products, ingredients for prepared foods, music for productions, and so forth.
Of course both existing and prospective customers can be sold directly by the customer service department in other areas, including order enhancement, inquiry conversion, lead screening, and direct telemarketing. These are covered in detail in Chapter 13. As an indirect selling tool, customer service often attracts new customers by simple word-of-mouth advertising. Many companies expand their customer base simply by asking their satisfied customers for referrals. It can also work the other way, that is, prospective customers asking for the names of some of your present customers whom they can contact.
The primary mission of perfect customer service is repeat business and increased businessland more profitable businessfrom present customers. This goal requires specific knowledge about who those customers are, why they buy, how they buy and, particularly, what causes them to rebuy and to increase their purchases over time. As customer service manager, you may have to compete for budget and other resources with marketing personnel whose primary mission is to acquire customers, not keep them. Your best ammunition is to demonstrate the profit contributionin repeat business, account growth, and increased profitabilityby your department.
Customer service operations: the complete guide by Warren Blanding