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Customer Service: A Practical Approach 6th Edition Test Bank

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    Online Instructor’s Manual to accompany Customer Service A Practical Approach Sixth Edition Elaine K. Harris

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    INTRODUCTION TO INSTRUCTORS SAMPLE SYLLABUS ........................................................................................................1 SUGGESTED COURSE SCHEDULE................................................................................3 10 week schedule 12 week schedule 15 week schedule 16 week schedule 3 week schedule SUGGESTED COURSE DESCRIPTION...........................................................................5 CHAPTER 1: WHAT IS CUSTOMER SERVICE? ..........................................................6 Outline Opportunities for Critical Thinking (with Answers) CHAPTER 2: THE CHALLENGES OF CUSTOMER SERVICE .................................12 Outline Opportunities for Critical Thinking (with Answers) CHAPTER 3: PROBLEM SOLVING .............................................................................19 Outline Opportunities for Critical Thinking (with Answers) CHAPTER 4: STRATEGY FOR FORMULATING A PLAN FOR SUCCESS ............24 Outline Opportunities for Critical Thinking (with Answers) CHAPTER 5: EMPOWERMENT ...................................................................................29 Outline Opportunities for Critical Thinking (with Answers) CHAPTER 6: COMMUNICATIONS IN CUSTOMER SERVICE ................................34 Outline Opportunities for Critical Thinking (with Answers) CHAPTER 7: COPING WITH CHALLENGING CUSTOMERS..................................42 Outline Opportunities for Critical Thinking (with Answers) CHAPTER 8: MOTIVATION .........................................................................................48 Outline Opportunities for Critical Thinking (with Answers) CHAPTER 9: LEADERSHIP IN CUSTOMER SERVICE ............................................53

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    Outline Opportunities for Critical Thinking (with Answers) CHAPTER 10: CUSTOMER RETENTION AND MEASURING SATISFACTION ....59 Outline Opportunities for Critical Thinking (with Answers) CHAPTER 11: TECHNOLOGY AND CUSTOMER SERVICE ....................................... Outline Opportunities for Critical Thinking (with Answers) CHAPTER 12: EXCELLENCE IN CUSTOMER SERVICE .........................................70 Outline TESTS CHAPTERS 1-11

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    Introduction to Instructors Welcome to Customer Service: A Practical Approach, 6 th edition. If you are new to this text, you will be pleased with the many opportunities that it provides to create a thorough and informative course. If you have used the previous editions you will find that the 6 th edition has increased opportunities for effective instruction in the dynamic area of customer service. This Instructor’s Guide includes a variety of tools to assist you as you plan your customer service class. Included are a suggested course description, course schedules for a 10 week, 12 week, 15 week, and 16 week term. Additionally a three session schedule is provided for a seminar type course. A sample syllabus will be helpful if your school does not have a standard syllabus format to copy. Outlines for each chapter will assist you as you create your presentation materials. Customer Service: A Practical Approach is a very straightforward text. Students have, since the first edition, expressed an appreciation for the style of this text. Specific concepts are covered with examples. Instructors are encouraged to look for local and current examples to illustrate the concepts being studied in the course. This technique helps the students to see customer service in action around them, and it also helps the course to be identified as relevant and up to date. The course schedules all suggest the use of four Challenges to be assigned during the duration of the course. A very extensive list of challenges is provided with one in each chapter. The instructor should choose the specific challenges that they see as the most appropriate for their students. Challenges could also be used as in class activities. The list of possible challenges to be assigned is more extensive than would allow for the assignment of all over the time frame of a traditional semester. Challenges include: Compliment/complaint letters Individual purpose statement Research paper Departmental factoid Development of a system Mystery shopper Quality recognition forms Newsletter Resume Philosophy of customer service Current Events For in-class activities instructors may also want to use Job Links-individualized application activities Team Time-teambuilding exercises Quick Quizzes-true/false questions relating to the chapter material Key terms-a collection of important terms from the chapter Opportunities for critical thinking-discussion questions to reinforce concepts and Skill building-exercises to furnish the opportunity to develop the important skills necessary to become an excellent customer service provider. Ethics in Action- (NEW TO THIS EDITION) the description of an ethically challenging situation

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    along with a “what would you do” discussion or essay opportunity. Finally, a computerized test bank is available to assist in the easy creation of tests. The Opportunities for Critical Thinking questions and Skill Building exercises are great for group discussions and are suitable for essay questions on a test. Customer Service: A Practical Approach is an excellent text to use as you deliver your customer service course.

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    COURSE SYLLABUS COURSE NUMBER: INSTRUCTOR: COURSE NAME: Customer Service TIME: OFFICE HOURS: OFFICE NO.: DAY: OFFICE PHONE: ROOM: NEXT COURSE IN SEQUENCE - Other marketing courses according to your major. TEXTBOOK AND OTHER MATERIALS Customer Service: A Practical Approach , 6th Edition, Elaine K. Harris, Pearson (2013) – COURSE DESCRIPTION - This course provides students with the basic concepts and current trends in the customer service industry. Special areas of emphasis include problem solving, development of a customer service strategy, creating customer service systems, coping with challenging customers, customer retention, and measuring satisfaction. COURSE OBJECTIVES 1. Define customer service. - Upon completion of this course the student should be able to: 2. Actively express an understanding of the customer service industry. 3. Express techniques for exceeding customers’ expectations. 4. Actively illustrate steps toward problem solving. 5. Discuss the relationship between strategy and empowerment in creating a culture that encourages the provision of excellent customer service. 6. Design a new or improved customer service system. 7. Demonstrate improved listening skills. 8. Express an understanding of how to cope with those individuals whom they find to be challenging. 9. Discuss the relationship between leadership and motivation in customer service. 10. Demonstrate methods of showing leadership without position. 11. Define customer retention and various methods of measuring customer satisfaction. 12. Express in written and oral form their individual philosophies of customer service. TEACHING METHODS - The instructor should explain his or her specific approach to teaching the course. GRADING SYSTEM - The instructor should detail his or her method of determining student performance. GRADING SCALE - The instructor should insert the grading scale which he or she uses for evaluation. The instructor may choose to use the following suggested grading scale: 90% of total points = A 80% of total points = B 70% of total points = C 60% of total points = D Below 60% = F

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    ATTENDANCE POLICY - The instructor should explain his or her specific attendance policy. MAKE-UP TEST POLICY - No make-up exams will be given without prior consent of the instructor. In the event that the exam schedule should be changed, prior notice will be given in the classroom. The lowest exam grade (not including the final exam) will be dropped. COURSE SCHEDULE - The instructor should include the course schedule here or distribute it separately.

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    SUGGESTED COURSE SCHEDULE 10-WEEK SEMESTER Week 1: CHAPTER 1 - WHAT IS CUSTOMER SERVICE? Assign Challenge #1 Week 2: CHAPTER 2 - CHALLENGES OF CUSTOMER SERVICE CHAPTER 3-PROBLEM SOLVING Week 3: TEST 1. Challenge #1 due Week 4: CHAPTER 4 - STRATEGY AND FORMULATION OF A PLAN FOR SUCCESS CHAPTER 5 - EMPOWERMENT Assign Challenge #2 Week 5: CHAPTER 6 - COMMUNICATIONS IN CUSTOMER SERVICE CHAPTER 7 - COPING WITH CHALLENGING CUSTOMERS Week 6: TEST 2. Challenge #2 due Week 7: CHAPTER 8 – MOTIVATION CHAPTER 9-LEADERSHIP IN CUSTOMER SERVICE Assign Challenge #3 Week 8: CHAPTER 10 - CUSTOMER RETENTION AND MEASUREMENT OF SATISFACTION CHAPTER 11- TECHNOLOGY AND CUSTOMER SERVICE CHAPTER 12 - EXCELLENCE IN CUSTOMER SERVICE Assign Challenge #4. Week 9: TEST 3. Challenge #3 due Week 10: FINAL EXAM. Challenge #4 due.

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    SUGGESTED COURSE SCHEDULE 12-WEEK SEMESTER Week 1: CHAPTER 1 - WHAT IS CUSTOMER SERVICE? Assign Challenge #1 Week 2: CHAPTER 2 - CHALLENGES OF CUSTOMER SERVICE. CHAPTER 3-PROBLEM SOLVING Week 3: TEST 1. Challenge #1 due Week 4: CHAPTER 4 - STRATEGY AND FORMULATION OF A PLAN FOR SUCCESS Week 5: CHAPTER 5 - EMPOWERMENT Assign Challenge #2 Week 6: CHAPTER 6 - COMMUNICATIONS IN CUSTOMER SERVICE CHAPTER 7 - COPING WITH CHALLENGING CUSTOMERS Week 7: TEST 2. Challenge #2 due Week 8: CHAPTER 8 - MOTIVATION Assign Challenge #3 Week 9: CHAPTER 9 - LEADERSHIP IN CUSTOMER SERVICE CHAPTER 10 - CUSTOMER RETENTION AND MEASUREMENT OF SATISFACTION Week 10: CHAPTER 11- TECHNOLOGY AND CUSTOMER SERVICE CHAPTER 12 - EXCELLENCE IN CUSTOMER SERVICE Assign Challenge #4 Week 11: TEST 3. Challenge #3 due Week 12: FINAL EXAM. Challenge #4 due.

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    SUGGESTED COURSE SCHEDULE 15-WEEK SEMESTER Week 1: CHAPTER 1 - WHAT IS CUSTOMER SERVICE? Assign Challenge #1 Week 2: CHAPTER 2 - CHALLENGES OF CUSTOMER SERVICE Week 3: CHAPTER 3 - PROBLEM SOLVING Challenge #1 due Week 4: TEST 1 Week 5: CHAPTER 4 - STRATEGY AND FORMULATION OF A PLAN FOR SUCCESS Week 6: CHAPTER 5 - EMPOWERMENT Assign Challenge #2 Week 7: CHAPTER 6 - COMMUNICATIONS IN CUSTOMER SERVICE CHAPTER 7 - COPING WITH CHALLENGING CUSTOMERS Week 8: TEST 2 Week 9: CHAPTER 8 - MOTIVATION Challenge #2 due Assign Challenge #3 Week 10: CHAPTER 9 - LEADERSHIP IN CUSTOMER SERVICE Week 11: CHAPTER 10 - CUSTOMER RETENTION AND MEASUREMENT OF SATISFACTION Week 12: CHAPTER 11- TECHNOLOGY AND CUSTOMER SERVICE CHAPTER 12 - EXCELLENCE IN CUSTOMER SERVICE Assign Challenge #4 Week 13: TEST 3 Week 14: Challenge #3 due Week 15: FINAL EXAM Challenge #4 due

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    SUGGESTED COURSE SCHEDULE 16-WEEK SEMESTER Week 1: CHAPTER 1 - WHAT IS CUSTOMER SERVICE? Assign Challenge #1 Assign the students to write their personal philosophies of customer service Week 2: CHAPTER 2 - CHALLENGES OF CUSTOMER SERVICE Week 3: CHAPTER 3 - PROBLEM SOLVING Challenge #1 due Assign the students to share their letters with the other students in the class Week 4: TEST 1 Week 5: CHAPTER 4 - STRATEGY AND FORMULATION OF A PLAN FOR SUCCESS Week 6: CHAPTER 5 - EMPOWERMENT Assign Challenge #2 Week 7: CHAPTER 6 - COMMUNICATIONS IN CUSTOMER SERVICE Week 8: CHAPTER 7 - COPING WITH CHALLENGING CUSTOMERS Week 9: TEST 2 Week 10: CHAPTER 8 - MOTIVATION Challenge #2 due Assign Challenge #3 Week 11: CHAPTER 9 - LEADERSHIP IN CUSTOMER SERVICE Week 12: CHAPTER 10 - CUSTOMER RETENTION AND MEASUREMENT OF SATISFACTION Week 13: CHAPTER 11- TECHNOLOGY AND CUSTOMER SEVICE CHAPTER 12 - EXCELLENCE IN CUSTOMER SERVICE Assign Challenge #4 Week 14: TEST 3 Week 15: Challenge #3 due Week 16: FINAL EXAM Challenge #4 due

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    SUGGESTED COURSE SCHEDULE THREE SEGMENTS - FOUR SESSIONS - 4 HOURS EACH SESSION SEGMENT 1 “THE WONDERFUL WORLD OF CUSTOMER SERVICE” SESSION 1: CHAPTER 1 - WHAT IS CUSTOMER SERVICE? Assign Challenge #1 Assign the students to write their personal philosophies of customer service SESSION 2: CHAPTER 2 - CHALLENGES OF CUSTOMER SERVICE SESSION 3: CHAPTER 3 - PROBLEM SOLVING Challenge #1 due Assign the students to share their letters with the other students in the class SESSION 4: TEST 1 SEGMENT 2: “STRATEGY AND EMPOWERMENT” SESSION 1: CHAPTER 4 - STRATEGY AND FORMULATION OF A PLAN FOR SUCCESS Assign Challenge #2 SESSION 2: CHAPTER 5 - EMPOWERMENT SESSION 3: CHAPTER 6 - COMMUNICATIONS IN CUSTOMER SERVICE CHAPTER 7 – COPING WITH CHALLENGING CUSTOMERS Challenge #2 due. SESSION 4: TEST 2 SEGMENT 3: “CUSTOMER SERVICE FOR THE LONG HAUL” SESSION 1: CHAPTER 8 - MOTIVATION Assign Challenge #3 SESSION 2: CHAPTER 9 – LEADERSHIP IN CUSTOMER SERVICE CHAPTER 10 – CUSTOMER RETENTION AND MEASURING SATISFACTION Assign Challenge #4 Assign the students to review the philosophies they wrote during SEGMENT 1 SESSION 3: CHAPTER 11 – TECHNOLOGY AND CUSTOMER SERVICE CHAPTER 12 - EXCELLENCE IN CUSTOMER SERVICE Challenge #3 due SESSION 4: TEST 3 Challenge #4 due

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    SUGGESTED COURSE DESCRIPTION This course provides students with the basic concepts and current trends in the customer service industry. Special areas of emphasis include problem solving, development of a customer service strategy, creating customer service systems, coping with challenging customers, customer retention, and measuring satisfaction.

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    CHAPTER 1: WHAT IS CUSTOMER SERVICE? OUTLINE I. Customer service is important A. The importance of customer service is at an all-time high! ! B. Customers are more sophisticated than ever before! C. Customer service is in style! II. What is customer service A. ? Customer service B. The customer’s satisfaction is our goal. is anything we do for the customer that enhances the customer experience. III. Understanding satisfaction A. . Customer satisfaction B. Customer satisfaction recognizes the difference between customer expectations and customer perceptions. is the customer’s overall feeling of contentment with a customer interaction. C. Satisfaction may develop quickly or over a period of time. D. Our job is to reduce the customer’s stress. E. Examples of customer service 1. Receipt lookup or “return by” date on store receipts. : 2. Calling the customer by name. 3. Easy return policy. 4. Updated map of the area or Global Positioning System (GPS) in rental cars. 5. A doctor calling you back to see how you are feeling after a professional visit. 6. On-time delivery. 7. Courtesy and enthusiasm. 8. Owner’s manuals and frequently asked questions online 9. Showing the customer you care. 10. Excellent follow-up. 11. Empathy in handling complaints and questions. 12. Well-explained instructions. 13. Illustrations of encouragement. 14. Suggesting a less expensive option. 15. Package carry out. F. 1. Excellent customer service requires: Why is excellent customer service so rare? a. Spending money. b. Taking action. 2. Excellent customer service requires developing the skills to be successful. 3. Organizations must assess their current levels of customer service. 4. Policies may need to be updated. 5. Employees must be empowered to make decisions to benefit customers. 6. Technology can facilitate our ability to provide excellent customer service. 7. Organizations must periodically measure customer satisfaction. G. The five needs that every customer has :

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    1. 2. Service. 3. Price. 4. Quality. 5. Action. H. Appreciation. 1. External and internal customers: External customers 2. are the customers with whom we do business outside our organization. Internal customers a. Our internal customers should be just as important to us as our external customers. are the people with whom we work throughout our organization. b. By satisfying our internal customers, we are creating an excellent foundation to begin meeting our external customers’ needs. I. Customer attributes 1. : Customer attributes 2. are customer characteristics that allow them to be categorized according to demographic, psychographic, or firmographic information. Demographic information 3. : includes characteristics like age, income, marital status, education, stage in the family life cycle, whether they own or rent their home, sex, sip code, occupation, household size, mobility patterns ethnic background, religion, etc. Psychographic information 4. : focuses on lifestyle, mode of living, needs, motives, attitudes, reference groups, culture, social class, family influences, hobbies, political affiliation, etc. Firmographic information J. : includes characteristics about a company like how many employees they have, the kind of business they are in, whether they are retail, wholesale, or a service provider, their hours of operation, etc. 1. We lose the The cost of losing a customer: current dollars 2. We lose the that our business relationship created. jobs 3. We lose our that our client or clients provide. reputation 4. We lose . future business . OPPORTUNITIES FOR CRITICAL THINKING  ANSWERS 1. What is the definition of customer service? Customer service is anything we do for the customer that enhances the customer experience. 2. List 5 examples of customer service. Five examples of customer service: 1. Receipt lookup or “return by” date on store receipts. 2. Calling the customer by name. 3. Easy return policy. 4. Updated maps of the area or Global Positioning System (GPS) in rental cars. 5. A doctor calling you back to see how you are feeling after a professional

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