Transcription of CHAPTER 12: CUSTOMER SATISFACTION SKILLS
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CHAPTER 12: CUSTOMER SATISFACTION SKILLS
155 CHAPTER 12: CUSTOMER SATISFACTION SKILLSThe key purpose of this CHAPTER is to help students enhance their ability to satisfycustomers, both external and internal. CUSTOMER SATISFACTION receives the highest priorityin today s business OUTLINE AND LECTURE NOTESMany companies today emphasize total CUSTOMER SATISFACTION over short-rangeprofits because excellent CUSTOMER service leads to good will, repeat business, andreferrals. External customers are paying customers including clients, guests, and customers are the people one serves within the organization, or those who use aperson s job output. All workers in contact with customers are required to have customersatisfaction SKILLS . Despite all the talk and writing about CUSTOMER service in recent years,poor CUSTOMER service particularly at the retail level remains a major problem. Manycustomers purchase over the Internet to avoid dealing with rudeness and indifference theysometimes receive from store GENERAL PRINCIPLES OF CUSTOMER SATISFACTIONC ertain general principles will sharpen a person s ability to satisfy customers andthereby improve CUSTOMER retention.
155 CHAPTER 12: CUSTOMER SATISFACTION SKILLS The key purpose of this chapter is to help students enhance their ability to …
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