The customer service solution : managing emotions, trust, and control to win your customer's business

This deep look into customer psychology gives managers the insight they need to drive profitability by dramatically improving the customer experience Reveals how executives and managers in any industry can reevaluate the company's approach to customer service, better influence customer perceptions, and transform service delivery The authors base their findings on behavioral science research first published in Harvard Business Review and the MIT Sloan Management Review Chase is the author of the bestselling textbook Operations and Supply Chain Management, which has sold more than one million copies

Author Notes

Sriram Dasu , associate professor at the Marshall School of Business, University of Southern California, haswritten numerous articles on operations management andcontinues to publish in leading academic and professionaljournals nationwide.

Richard B. Chase , Justin Dart Professor Emeritus,Marshall School of Business, University of SouthernCalifornia, is the coauthor of Operations and Supply Chain Management , which sold over a million copies and is now in its thirteenth edition, having been translated into 12 languages. He's widely acknowledged as one of the founders of the Service Operations Management field.

Preface	p. xiii
Acknowledgments	p. xv
Chapter 1 Customer Service Solutions: Leveraging Customer Psychology to Design Service Operations	p. 1
Implicit Outcomes Are Important for Your Customers	p. 2
Types of Knowledge Needed for Delivering Implicit Outcomes	p. 3
Parsing the Service Encounter	p. 6
It Is All About Your Customers' Perceptions	p. 7
Factors That Shape Your Customers' Perceptions	p. 8
A Scientific Approach to Delivering Great Experiences	p. 20
Beyond the Encounter: Memory Management	p. 21
Chapter 2 Designing Emotionally Intelligent Processes	p. 23
Emotions 101	p. 24
Services Differ in Their Emotional Content	p. 29
Emotions and Emotional Intelligence	p. 31
Factors That Drive Your Customers' Emotions	p. 31
Tiered Approach for Shaping Emotions	p. 36
Designing Emotional Themes	p. 37
Creating Processes to Deliver the Emotional Theme	p. 44
Blueprints for Tracking Your Customers' Emotions	p. 47
Segmenting Your Customers	p. 52
Responding to Your Customers' Transaction History	p. 54
A Limited Approach to Managing Emotions	p. 55
Key Principles for Designing for Optimal Emotional Impact	p. 56
Conclusion	p. 56
Chapter 3 Engendering Your Customers' Trust	p. 59
Market Mechanisms for Reducing Risk for Your Customer	p. 61
Benefits of Trust	p. 62
Components of Trust	p. 63
Whom Does Your Customer Trust: The Firm or the Employee?	p. 65
Moments That Influence Trust	p. 67
Cues to Trustworthiness Before the Encounter	p. 69
Calculated Versus Blind Trust	p. 72
Cues to Trustworthiness During the Encounter	p. 73
Building Your Trust Fund	p. 79
Key Principles for Building Trust	p. 87
Chapter 4 Shaping Your Customers' Perceptions of Control	p. 89
Control Matters	p. 90
Components of Control: Behavioral and Cognitive Control	p. 91
Moments That Influence Your Customers' Perception of Control	p. 92
Battles for Control	p. 93
Allocating Control to Your Customer Through Choice	p. 96
Allocating Control to Your Customer Through Self-Service	p. 99
Framework for Sharing Control with Your Customers	p. 102
Enhancing Your Customers' Perceived Control	p. 106
Devise Mistake-Proof Processes	p. 111
Manage Server Behavior	p. 112
Sway with Social Proofing	p. 113
Conclusion	p. 114
Chapter 5 Sequencing the Experience	p. 117
The Sequence Impacts Your Customers' Perceptions	p. 118
Customers' Preferences for Separating or Combining Events	p. 125
Sequencing When There Are Multiple Encounters	p. 126
Designing the Sequence	p. 128
Sequence Theory Matters for Your Employees	p. 133
Principles for Sequencing the Encounter	p. 134
Self Quiz: DSL Help Desk	p. 135
Chapter 6 Time Warp: Duration Management	p. 139
Perception Is Everything When It Comes to Time	p. 140
Temporal Distortions	p. 141
Factors That Influence Duration Judgments	p. 146
The Value of Time	p. 147
Factors That Alter Your Customers' Valuation of Time	p. 147
Pacing and Cultural Intelligence	p. 149
Reducing Your Customers' Perceived Duration of the Wait	p. 150
Build Your Customers' Anticipation for Positive Outcomes	p. 162
Enhance Value-Added Activities	p. 164
Conclusion	p. 167
Chapter 7 Attribution: Ensuring that You Get Your Due	p. 169
Subjective Perceptions	p. 170
Do Your Customers Recognize a Success or a Failure?	p. 172
How Your Customers May Discern the Cause	p. 173
When Memory Plays Attribution Tricks	p. 177
How Your Customers May Assign Responsibility	p. 179
Feeling the Hurt	p. 182
Channeling Your Customers' Attribution	p. 184
Principles for Managing Attribution	p. 191
Chapter 8 Putting the Concepts to Work	p. 193
Identify the Relevant Psychological Factors	p. 195
Develop Service Experience Improvement Projects	p. 199
Project Examples	p. 202
Think in Terms of Three Ts and Four Ps	p. 206
ETCs for Employees	p. 207
Endnotes	p. 211
Index	p. 217

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Author Notes

Table of Contents