Explanation should include the idea that maintaining customer loyalty will improve profits, establish goodwill within the community, and promote public relations among potential customers. Methods may include
- offering preferred customer incentives
- listening and responding to feedback
- providing superior service
- operating during more convenient hours than competitors
- having liberal return policies
- sending personal thank-you notes
- sending personal birthday cards.
Process/Skill Questions:
- How does customer satisfaction affect internal marketing efforts?
- Why is the expression "The customer is always right" used?
- What are ways to establish goodwill within the community?
- How is customer satisfaction reflected in product/service mix decisions?
- How do customer service techniques and procedures differ from one business to another?
- What are the consequences of failing to evaluate customer service techniques?
- What are the benefits of innovative customer service techniques?
- How might convenience for the customer be addressed when planning and operating customer support services?
- What is the importance of sincerity in individual messages sent to customers? How is sincerity conveyed?
- Why is it important to give customers more than they expect?
- What effect has e-commerce had on customer loyalty?