HOST1033 Lecture Notes - Lecture 3: Customer Retention, Outsourcing, Public Citizen
24 Feb 2013
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Document Summary
Be familiar with barriers to excellent customer service. We must be aware of the perceptions of others. Perception is the way we see something based on our experience. Perceptions are developed over a period of time. Ex: how we view rogers as a company. Expectations: our personal vision of the result that will come from our experience. Organizations frequently misinterpret what their customers" expectations are. Primary expectations: the customer"s most basic requirements of an interaction. (ex: satisfying hunger) Secondary expectations: expectations based on our previous experiences that are enhancements to our primary expectations. (ex: good service, tasty food ) Scope of influence: our ability to influence others based on our perceptions or experiences. The average number of people influenced by our opinions is 7 15. Studies show that it costs about five times as much to attract new customers as to keep existing customers. Happy customers can attract new customers at virtually no cost to us.
