Building a Customer Service Strategy: Your Ongoing Case Let's go back to the ongoing case you selected. This will be either your current employer, a specific organization you want to work in or one of the two hypothetical organizations described in Chapter 1: Independent Auto Sales and Service (IAS) or Network Nutrition Distributors (NND). Now consider the following ques. tions as you develop a customer service strategy Strategy Planning Activities 1. Identify some core values of this organization as best as you can. What do they believe in (beyond organizational success or profitability)? How might their revealing these values to customers and employees create opportunities to exceed expectations? How can they translate core values into actions to produce A-plus value, thus strengthening relationships? 2. Do some creative thinking about possible ideas you could apply to create A plus value using the seven areas described in this chapter. Describe at least three ideas for each: * Packaging, guarantees (warrantees) dness of product fit memorability of product experience uniqueness and shared values company credibility . add-ons 3. Consider ways to get employees of your organization involved in generating A-plus value ideas. How would you do this? Be specific about the following What you would teach employees before soliciting their ideas? Who would be involved in idea generating sessions How you would collect and process ideas (specifically)? How often you would gather ideas? How people might be rewarded for participating in the process? 4. What would be necessary for your organization to engage in ongoing A-plus idea generation? How could this become part of the culture of the company? How could you get buy-in from participants and what should you do to avoid turning people off to the process. Be specific idea of a light CSW stand like subway strap hangers. One recent columnist L ong term impacto diminished service quality on the industry? Notes Building a Customer Service Strategy: Your Ongoing Case Gary Stelle Today, 2. Oracle. "Me Vahe. While 3. "The 100 Best 2012. pp. 117 4. Chip R. Belland Why Values Tough Times 5. From a TV Blog To ext the most from this book and your study of customer ICE alias from each chapter to an organization of your choice. It you are currently employed or have a car idea of the organion wou want to work in apply the end-of-chapter exercises to that organization. If you prefer,select one of the following lypothetical organization as your application target Use the same organization throughout your study (i.c., dont use one for this chapter another to a y ideas from Chapter 2 tc. Below are brief descriptions of two hypothetical companies you may select from if you do not have a real world application Fed free to add details as you consider service strategies and ideas you could use if you were involved in the company. by Stephany and Lee Bergen, a husband-and-wife has been in business for 15 years and have a positive reputati for honesty. Many of their sales come from referrals from customers competing with other new and used car dealersh is always a battle. New cars are sometimes being offered with interest an incentives, IAS, however, can almost always of much better purchase price, especially on two or three cars with some mileage on the With a difficult economy and reduced sales of cars, Step and Lee have decided to emphasize their repair services in die to sales. They have three full time mechanics on duty. The manager is Ray, a man with good skills but not much of a personal ity. Nevertheless, repairs now account for about 15 percent of AS polling vision ads that January 29 and seen a Vad in 1. INDEPENDENT AUTO SALES AND SERVICE (IAS) Priority goals: Expand sales and service business, especially via repeat customers and word-of- mouth recommendations. This mid-size auto dealership sells lite model used auto mobiles many of which are recently off-lease cars the owner gets from large new car dealers in a southwestern city. LAS is owned In addition, AS has been cultivating additional business business (B2B) sales efforts. They recently got a contract to provide servicing for the vehicles owned by their local city government well as a major building contractor. This increase in service bei ness has posed some problems due to lack of repair stall. Some times Ray promises more than he can deliver or misses deadlines IAS is recruiting qualified mechanics to meet this need. These also on the lookout for good salespeople. Building a Customer Service Strategy: Your Ongoing Case Let's go back to the ongoing case you selected. This will be either your current employer, a specific organization you want to work in or one of the two hypothetical organizations described in Chapter 1: Independent Auto Sales and Service (IAS) or Network Nutrition Distributors (NND). Now consider the following ques. tions as you develop a customer service strategy Strategy Planning Activities 1. Identify some core values of this organization as best as you can. What do they believe in (beyond organizational success or profitability)? How might their revealing these values to customers and employees create opportunities to exceed expectations? How can they translate core values into actions to produce A-plus value, thus strengthening relationships? 2. Do some creative thinking about possible ideas you could apply to create A plus value using the seven areas described in this chapter. Describe at least three ideas for each: * Packaging, guarantees (warrantees) dness of product fit memorability of product experience uniqueness and shared values company credibility . add-ons 3. Consider ways to get employees of your organization involved in generating A-plus value ideas. How would you do this? Be specific about the following What you would teach employees before soliciting their ideas? Who would be involved in idea generating sessions How you would collect and process ideas (specifically)? How often you would gather ideas? How people might be rewarded for participating in the process? 4. What would be necessary for your organization to engage in ongoing A-plus idea generation? How could this become part of the culture of the company? How could you get buy-in from participants and what should you do to avoid turning people off to the process. Be specific idea of a light CSW stand like subway strap hangers. One recent columnist L ong term impacto diminished service quality on the industry? Notes Building a Customer Service Strategy: Your Ongoing Case Gary Stelle Today, 2. Oracle. "Me Vahe. While 3. "The 100 Best 2012. pp. 117 4. Chip R. Belland Why Values Tough Times 5. From a TV Blog To ext the most from this book and your study of customer ICE alias from each chapter to an organization of your choice. It you are currently employed or have a car idea of the organion wou want to work in apply the end-of-chapter exercises to that organization. If you prefer,select one of the following lypothetical organization as your application target Use the same organization throughout your study (i.c., dont use one for this chapter another to a y ideas from Chapter 2 tc. Below are brief descriptions of two hypothetical companies you may select from if you do not have a real world application Fed free to add details as you consider service strategies and ideas you could use if you were involved in the company. by Stephany and Lee Bergen, a husband-and-wife has been in business for 15 years and have a positive reputati for honesty. Many of their sales come from referrals from customers competing with other new and used car dealersh is always a battle. New cars are sometimes being offered with interest an incentives, IAS, however, can almost always of much better purchase price, especially on two or three cars with some mileage on the With a difficult economy and reduced sales of cars, Step and Lee have decided to emphasize their repair services in die to sales. They have three full time mechanics on duty. The manager is Ray, a man with good skills but not much of a personal ity. Nevertheless, repairs now account for about 15 percent of AS polling vision ads that January 29 and seen a Vad in 1. INDEPENDENT AUTO SALES AND SERVICE (IAS) Priority goals: Expand sales and service business, especially via repeat customers and word-of- mouth recommendations. This mid-size auto dealership sells lite model used auto mobiles many of which are recently off-lease cars the owner gets from large new car dealers in a southwestern city. LAS is owned In addition, AS has been cultivating additional business business (B2B) sales efforts. They recently got a contract to provide servicing for the vehicles owned by their local city government well as a major building contractor. This increase in service bei ness has posed some problems due to lack of repair stall. Some times Ray promises more than he can deliver or misses deadlines IAS is recruiting qualified mechanics to meet this need. These also on the lookout for good salespeople