Marketing- Customer Service

MKTG 1010-048

Course Instructor: Rolayne Day

Spring 2011 Semester

In Marketing 1010, the objective is to learn and use techniques in all aspects of customer service and customer satisfaction.

“Those who enter to buy, support me.  Those who come to flatter please me.  Those who complain, teach me how I may please others so  that more will come.  Those only hurt me who are displeased but do not complain.  They refuse me permission to correct my errors and thus improve my service.”

           Marshall Field

Response

In response to Marshall Field's quote, I believe that this statement is true in the four aspects- that there are the customers who buy to support, to flatter and please, to complain so that we can please others, but also that if complaints are not made, the customers will continue to be displeased.  It is exactly what we are taught as children- the simple rule that we must praise and thank, flatter, but also discipline and give our complaints so that our next experience is more satisfactory.  All criticism is good criticism, in Marshall Field's eyes.

Following each assignment is a downloadable copy of the document.

 In our Chapter 3 assignment, we were asked to read a paragraph in our book, "Customer Service: Career Success Through Customer Loyalty" and answer the question, "Why is it important to listen and not interrupt customers while they are speaking to you?"

Action Tip 6- Bit your Tongue Before Interrupting

            While working as a retail associate at Bed, Bath, and Beyond, I found it very important not to interrupt a customer while they were speaking.  It is obvious, by experience of being the shopper myself, that customers rarely speak to associates for a period of time unless they are unsure where to find an item, what a use or function of an item is, or a needed comparison on price, efficiency, or preference.

I found it more effective not to interrupt the customer, this usually helped narrow the time of the conversation down more than if I interrupted- which would usually cause the customer to loose their train of thought, or confusing them with my question that might have been too complex or technical compared to their lack of knowledge on the subject.

Listening to the customer and using skills found in Chapter 2, it is good to stop and try to understand WHAT the customer is saying- and not analyze HOW they are saying it.  This gives us a head start, without getting distracted from what the customer’s original intention was in asking assistance.  An associate’s wide knowledge on merchandise is supposed to be used as a tool to the consumer- not a scare tactic. 

 In our Chapter 9 assignment, we were asked to comment in two paragraphs on a phrase found in our book.  "The customer is always right may not be a good motto. Better to think about win-win relationships, not who is wrong and who is right."

Phrase Response

The philosophy described in the sentences makes sense not only for returning business, but in general, because win-win relationships are the best kind to have with people who are basing their returning to the store time after time on maybe one experience.  This experience, say if a customer wanted to return a used item that would not normally be returned, may determine their entire opinion on your business.  Even if you loose the money on that transaction by returning a used item that cannot be resold, the customer will see you as a fair company that understands customer appreciation and satisfaction- therefore returning to your place of business, and maybe referring a few friends too. 

            It would also be economically sound, even if you loose some money on a transaction, because returning customers are much more valuable in the long run than new ones-  the amount of money it takes in advertising and marketing to lure a new customer in to your place of business exceeds what you would loose on making a returning customer happy, creating a better stimulated economy not wasted on crazy advertising and competing with other businesses.  

In our Chapter 10 assignment, we were asked to create, in a paragraph, a restaurant that we were to open.  Including different aspects such as food type, customer service tactics, etc. 

 Applying the Ideas: Creating A-Plus Value

            The restaurant I will be opening in my Hometown will be called “Blonde Bri’s Backyard Bar-B-Q”.  It will feature amazing, savory barbecued meats, tender juicy ribs and steaks, and just about anything else you can imagine.  It will be infamous for the Spicy Jalapeno Macaroni and Cheese, served alongside other home-style favorites.  It will be located on the corner of the busiest street in town, next to the movie theaters.  I will exceed expectations of my customers by, firstly, inviting them in with one of my employees who will have a smile on their face and an up-beat attitude.  Also, my employees will offer several choices of where they would like to sit- either in the Pub, family room, or next to the cozy fire.  When presented with a menu, the customers will receive a personal selection by their server on the ‘what’s good’ menu.  They will be asked if they need anything special with their dinner, and have a wide selection of drinks, appetizers, etc.  When a customer does not receive something that is to their complete satisfaction, their bill will be refunded the total price of the sup-par menu item.  Also, each customer will receive a card to fill out, and will take delivery of a free meal, ‘on us!’ on their birthday or anniversary.  Customers will lastly receive an optional survey with their bill, rating us on satisfaction, taste, value, etc.  and will also receive a coupon, because their satisfaction is the MOST important thing to the owner!