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Solution Manual For Customer Service Career Success Through Customer Loyalty 6th Edition by Timm ISBN 0133056252 9780133056259
Solution Manual For Customer Service Career Success Through Customer Loyalty 6th Edition by Timm ISBN 0133056252 9780133056259
Solution Manual For Customer Service Career Success Through Customer Loyalty 6th Edition by Timm ISBN 0133056252 9780133056259
Test Bank:
https://testbankpack.com/p/test-bank-for-customer-service-career-success-through-customer-
loyalty-6th-edition-by-timm-isbn-0133056252-9780133056259/
Table of Contents
Chapter 1 Know Why Service Matters………………………………………….. 1 Use
Chapter 2 Behaviors That Engage Your Customers………………………. 8 Listen
Chapter 3 to Your Customer (a Big “little thing”)……………………....12 Use the
Chapter 4 Telephone Correctly for Good Service……………………. .15 Use
Chapter 5 Friendly Web Sites and Electronic Communication………...….19
Chapter 6 Recognize and Deal with Customer Turnoffs………………………..23
Chapter 7 Insight into Emerging Trends in Customer Service………………...26
Chapter 8 Get Customer Feedback……………………………………………….29
Chapter 9 Recover the Potentially Lost Customer………………………………32
Chapter 10 Exceed Expectations with Value………………………………………35
Chapter 11 Exceeding Customer Expectations with Information………………. 37
Chapter 12 Exceed Customer Expectations with Convenience and Timing…….40
Chapter 13 Influencing Others to Give Great Service……...……………………..43
Chapter 1 Know Why Service Matters
Learning Objectives
Chapter Outline
Teaching Suggestions
1. Invite students to describe specific service experiences they have recently had.
Probe comments to clarify specific actions or conditions (not “I received bad service”
but “the clerk failed to say thank you”)
Record brief descriptions of these experiences on flip charts or white board.
Ask how they felt in the poor experiences.
Discuss their attitudes about returning to the business after a good or a poor experience.
Ask about their experiences being treated well as employees (internal customers) versus
having a boss who treated them poorly.
Return to the descriptions and have student suggest little things the company could
have done differently to mitigate against bad service or gain their loyalty. Probe
comments to be as specific as possible.
3. Have students discuss any time that they have had a friend tell them about a product.
A time when a friend said, “you gotta go look at this”
Any stores a friend has said, “this place will treat you really well”
Any time a friend has said, “don’t go there, their (product or service) stinks. And they
don’t take anything back if there’s a problem”
How likely are they to believe the friend and follow the suggestion?
Classroom Assignments
You have ordered products from an online company. You have never tried their online business
before, although you have used their physical business several times. The business sent you an
order confirmation with a date of expected delivery. The products, however, don’t come. In
fact, although the business guaranteed a one-week delivery time, you don’t receive the products
until three weeks after you ordered them. What would you do? Your attempts to contact the
company via email receive no response.
You work for a company that sells medical supplies to the general public: crutches, bandages,
wheelchairs, physical therapy bands and balls, OTC medicines, slings, anything a person can use
at home. One afternoon, a customer comes in and is visibly upset. He bought some crutches
from you that broke six weeks after he bought them. Your store guarantees products for 30 days
after purchase with receipt. Since the product was good for 30 days, he didn’t keep the receipt,
but now he has a problem and he is pretty sure you aren’t going to fix it. He is already upset
about the fight he anticipates in order to get new crutches. You weren’t the salesperson who
waited on him and you know that crutches are fairly generic; he could have actually bought them
anywhere and they would look the same.
3. Invite students to research successful companies known for having good employee relations.
Perhaps direct them to Fortune magazine’s annual “Best Companies to work for in America”
issue. Ask them to report on specific thins these companies do to build better employee loyalty.
Ask them to consider the “little things” done for employees.
As a variation of this activity, have students report on a company they currently work for or have
recently worked for. Invite them to describe positive and negative factors that affect employee
loyalty. Probe for specifics.
Suggested Responses to “Consider this Case: Costco and the Power of High-Quality
Relationships
The intention of the brief cases in this book is to generate discussion and insight. As in any case
study, there are few absolutely right or wrong answers.
Student responses to the Costco case will, of course, depend on whether or not they have
experiences this retailer. In most classes, at least some of the students have visited a Costco.
Answers to Probes 1 and 2 are self-evident. Probe 2 gives the opportunity to clarify what
“promoters” of a business do. Ask students to be specific. What do they do to promote?
Probe 3 invites students to look at Costco for the perspective of an employee. What evidence do
they have that employees (internal customers) seem engaged, satisfied? Again, ask about
specifics. Do the employees interact pleasantly with each other? Smile or joke with each other?
Pitch in the help each other?
Probe 4 calls for students to think about whether Costco can continue to be a strong customer
service provider. The point to reinforce is that all things change and that great service is a
moving target. Possible challenges may be that competitors develop creative approaches that are
better than Costco’s (ask what these might be—let students brainstorm, even if their ideas are a
bit unrealistic). Also, internal dissatisfaction among employees could poison the customer-
friendly atmosphere. Ask how that could happen (unfair or irrational bosses, inequitable
treatment of workers, etc.).
Suggested Responses to “Consider this Case: Diminished Image of Airline Travel
Student responses to this case will, of course, depend on whether or not they have
experiences with air travel.
A bit of a history lesson may be useful as you lead a discussion about Probe 1. In past decades,
air travel was considered prestigious. Passengers dressed up to fly. Meals and free drinks were
served on virtually all flights. Flight attendants (almost all female and then called
stewardesses) were hired in part for their attractive appearance. Changes in air travel evolved
after the deregulation of the industry in the 1980s and the subsequent fare wars that made air
travel affordable for “the masses.”
In recent years, airlines faced cost pressures (e.g., fuel prices, stiff competition) and added
government regulations (mostly for security) that have made the flying experience less pleasant.
Invite student comments—their “pet peeves”—as well as any improvements they may be seeing.
Probe 2 asks for student impressions of what might work to improve the air travel
experience. There are no right or wrong answers, of course, but encourage students to
brainstorm possible creative solutions.
Probe 3 invites students to think about the impact of diminished service. Ask them to consider
how other industries or businesses might also be impacted by a perception of poorer service.
Invite examples by asking what other businesses they can think of that don’t seem to be as good
as in the past. Probe for specifics—Why aren’t they as good?
Student responses to the case will vary based on the company they choose to consider. The
responses to Questions below are based on the sample companies Independent Auto Sales
and Service (IAS) and Network Nutrition Distributors (NND).
Question 1 asks students what they could do to help employees understand the value of excellent
customer service. In the case of the sample companies, the owners can exemplify excellent
customer service, not only when working with external customers, but also when working with
internal customers (employees). At NND, netiquette and phone training would be especially
beneficial to employees and owners to improve their interactions with customers via web and
phone. Owners at IAS could help Ray see the cost of lost service contracts, which are in
jeopardy if he continues to overpromise and underdeliver in terms of scheduling. Owners can
work with Ray on scheduling to help him better estimate the workload.
Question 2 suggests that students name at least three external customers, as well as their needs.
These will vary based on student company choices. The answers provided here are based on the
sample companies, IAS and NND.
THE WOODCOCK.
The WOODCOCK (Scolopax rusticola) possesses a comparatively
strong beak, rounded at the tip, and short stout feet with a very small
claw upon the hind toe. The wing is blunt, and the tail composed of
twelve feathers. Upon the forehead the plumage is grey, the sides of the
head and nape are striped brown and reddish yellow; the rest of the upper
portions of the body are spotted with various shades of brown, grey, and
black. The large eye is brown, and the beak and foot horn-grey. This
species is twelve inches long and twenty-two broad; the wing measures
three, and the tail three inches and a half.
The Woodcock is met with throughout the whole of Europe, with the
exception of its most northern islands, and throughout Northern and
Central Asia. It also visits North-western Africa and India, as far south as
Madras, and, according to "Mountaineer," breeds immediately beneath
the snow line of the Himalayas. In Sweden, Great Britain, and the
northern part of Germany, some frequently remain throughout the entire
year, while those occupying colder latitudes invariably wander south at
the approach of autumn. By far the greater number, however, of the birds
that appear in England and Scotland are merely winter residents, arriving
about October, and leaving for more northern regions in March. Mr.
Selby, who resided near the eastern coast of Northumberland, and thus
had ample opportunities for observing the arrival of flocks of
Woodcocks, says:—"I have found that they always come over in the
greatest abundance in hazy weather with little wind, and that blowing
from the north-east; and it is probable that they then find the upper
region of the atmosphere in which they fly freer from the counter
currents of air, than in more open weather. After a night of this
description, I have frequently met with great numbers upon the edges of
plantations, in hedges, and even in turnip-fields, and enjoyed excellent
sport for the day; but, on seeking for a renewal of success, I have not
found a single bird, the whole flight having proceeded on their course
during the intervening night. It is during this time that Woodcocks, like
most migratory birds, perform their journeys; and it seems probable that
those which halt upon the eastern coast of Scotland, and the northern
counties of England have completed their task from shore to shore,
between sunset and sunrise, as they appear but little fatigued on their
arrival, provided the weather has been calm. The distance of the coasts of
Norway and Sweden, from whence these visitors are supposed to come,
offers no objection to this supposition, as a continued flight of eight or
ten hours, even at a rate inferior to what I conceive they are capable of
accomplishing, would suffice for the transit. "A respectable person who
lived upon the coast," continues the same observer, "and who, being a
keen pursuer of wild fowl, was in the habit of frequenting the sea-shore
at an early hour in the morning, assured me that he had more than once
noticed the arrival of a flight of Woodcocks coming from the north-east
just at day-dawn. His notice was first attracted by a peculiar sound in the
air above his head; this, upon attending to it, he found proceeded from
birds descending in an almost perpendicular direction which, upon
approaching the shore, separated and flew toward the interior; these he
pursued and shot, and they proved to be, as he had surmised,
Woodcocks." The first flocks of these birds that arrive upon our coast,
according to Yarrell, consist for the most part of females which only
remain for a few days and then journey further south, while the later
flocks, some of which remain to breed, are principally composed of male
birds. So numerously are Woodcocks met with in Greece at some
seasons, that we are told, three Englishmen on a sporting tour in the
Peloponnesus shot no less than 500 brace in the course of three days;
during the actual winter they are far less common in that country, and by
February have generally commenced leaving Southern Europe and
North-western Asia for Morocco, or the regions around the Altai
Mountains. Taking one year with another in Europe, March may be
regarded as the month in which these birds commence their migrations,
the exact date for setting forth depending, according to the testimony of
an observer who studied their habits for seventeen years, not as is usually
supposed on the actual state of the weather, but on signs of approaching
cold, to which the keen instinct of these birds renders them peculiarly
susceptible. Like many of their feathered brethren, they usually travel
against the wind, and do not continue their journey on dark or very
windy nights: if thus compelled to descend, they prefer seeking shelter in
some wood or forest, but if traversing an open country, often take refuge
in a well-planted garden or hedge-row. During the course of their flight,
however, they keep as much as possible over wooded localities, and
unless alarmed, do not rise to any great height in the air, through which
they sweep rapidly, ascending, descending, or making their way through
the branches of the forest with equal ease and dexterity. When
endeavouring to attract the attention of their females, the motions of
these birds are entirely different; at such times the plumage is inflated,
and the aspirants for admiration fly heavily along with slowly flapping
wings, in a manner resembling that of the Owl. Should two rival males
encounter each other when thus engaged, they at once commence
hostilities, and after a merciless attack with beak and wings, often end by
falling together into the trees beneath them. The strangest circumstance
connected with these exhibitions of jealousy is, that they occur amongst
the flocks during the migratory season, and not, as is generally the case,
only at the period of incubation. Upon the ground the Woodcocks are
less expert in their movements; they walk slowly, with a somewhat
tripping step, and never venture any distance on foot. In their native
woods they usually remain comparatively quiet during the day, and only
exhibit their full activity and briskness towards evening. In disposition
they are extremely shy, and invariably prefer shady and retired situations,
only penetrated by a kind of twilight. If chance should lead them across
an open space during the day, they generally crouch flat on the ground,
and, owing to the sombre hue of their feathers, are not easily detected; in
this position they will often remain until almost trodden upon, when they
suddenly rise and endeavour to elude the sportsman by darting through
the trees and bushes, always taking care to keep well on the side opposite
to the enemy. In their intercourse with each other, Woodcocks are by no
means social, every individual going its own way without any reference
to its companions. In their demeanour towards men, and birds of a
different species, they usually exhibit the utmost timidity. Instances,
however, are recorded of their having been reared from the nest, and
rendered so tame that they would come at their owner's call, and greet
his approach with every indication of delight. The call of the male
consists of a sort of humming note, while the female only utters a gentle
piping cry. The food of these birds consists of worms, larvæ, and insects,
which are sought for by means of the long bill beneath dry leaves and
cattle droppings, or are obtained by probing the surface of moist and
marshy localities.
(Scolopax rusticola).
"The Woodcock," we are told, in the notes to the "Lays of the Deer
Forest," "breeds to a considerable extent in most parts of the forest, and
also in other woods of Morayshire, the Aird of Inverness, and on the
Dee, the Don, the Spey, and other parts of the Highlands, but within our
knowledge nowhere so numerously as in Tarnaway. Without any search,
and merely on the accidental occasions of roe-hunting, we have found in
one season nineteen nests with eggs. It would, however, be more proper
to say beds than nests; for, like those of the Plover, they are merely slight
hollows formed by the nestling of the birds in dry soft spots, or on the
fallen leaves. As the nests are on dry ground, the old ones will
sometimes carry their young in their claws to the nearest spring or green
strip. Several times when the hounds, in beating the ground, have come
upon a brood, we have seen the old bird rise with a young one in her
claws, and carry it fifty or one hundred yards away, and, if followed to
the place where she alighted, she has repeated the transaction until too
much harassed. One morning, while sitting on a grey stone, I saw a dark
eye which was fixed upon mine from the bed of dead leaves before me,
when suddenly the little brown head of a young Woodcock peeped out
from the feathers of the old one's breast, uttering that plaintive cry for
which language has no sign. There were two more young Woodcocks,
and to relieve the anxiety of the madre, I left her. Near the place where I
found her there was a soft green strip such as Woodcocks love. I had no
doubt that the family would be there next day, and as I passed I turned
aside to see what they were doing. Upon a dry bank, half down the brae,
I almost stumbled over a bird which rose at my feet, and as it started
through the trees I saw that it had something in its claws, and at the same
time I heard the plaintive cry of little Woodcocks just under my feet. I
looked down, there were two, and I thought a Hawk had carried off the
third, and perhaps killed the mother. This, however, I found, on
following the bird, was the old Woodcock, which, being flushed again
suddenly, after a low flight of only a few yards, dropped what she was
carrying—her own young Woodcock. I gave her a little time to find him,
which was not difficult, as he called to her as loud as his tiny bill could
pipe. In a few moments I ran forward, and she rose with him in her feet,
her long legs dangling and swinging with her little burden like a
parachute. I left her to pursue her flight in peace, and went on my way,
but I have no doubt she went back for the other two, for several times
afterwards I saw them all together in the soft green glade." The three or
four eggs laid by the female are large, broad, and short in shape, with a
smooth, lustreless, light reddish yellow shell, very variously marked with
different shades of red and brown. The mother alone broods and hatches
her little family in about seventeen or eighteen days. If disturbed whilst
sitting, she allows the intruder to approach quite close before quitting her
charge, and after flying to a short distance almost immediately returns;
even should she be deprived of an egg she still continues to brood.
Whilst thus engaged the female receives little or no attention from her
mate, but the young are no sooner hatched than the male at once
undertakes his share of parental duties, and exhibits equally with the
mother a most touching anxiety and devotion in their behalf. Should an
enemy intrude upon them, the old birds employ every effort to attract
attention to themselves, while the young immediately crouch beneath the
long grass or moss, in which they can rarely be discovered without the
aid of a dog. When three weeks old the fledglings begin to use their
wings, but are capable of seeking food before they can fly. Until lately it
has been supposed that Woodcocks lay but once in the year, or at most
only produce a second supply of eggs if the first has been stolen or
destroyed. Recent observations, however, tend to prove this idea to be
erroneous. Hoffmann, in particular, after long and careful investigation,
is of opinion that in favourable seasons each pair of these birds rears two
broods.
THE SANDERLING.
The SANDERLING (Calidris arenaria) has the hinder toe entirely
undeveloped. This small bird is only seven inches long and fifteen broad.
In spring the upper parts of the body are black, or brownish red, spotted
with yellow and white; the blackish brown upper wing is marked with
zigzag rust-red spots, and striped with white. The under side, as far as the
white breast, is reddish grey, the feathers having dark spots on the shafts
and white edges. The five outer tail-feathers are whitish grey, with white
roots; the eyes are deep brown; the beak and the foot deep grey. During
winter the feathers on the upper portions of the body are light grey tipped
with white, darkly spotted on the shafts, and the under side is pure white.
(Calidris arenaria).
This elegant little bird occupies the coasts of all the northern portions
of the globe. During the course of its migrations it visits Southern
Europe, keeping near the shores even while journeying from one country
to another, and but rarely crossing the mainland. This species is met with
on most of the sandy shores of Great Britain and Ireland, and is
occasionally found near large pieces of fresh water; it is not supposed to
breed in this country, but has been seen in January and February, April,
June, August, and October. Like other Sandpipers, it associates in more
or less numerous flocks while in winter quarters, but lives in pairs
throughout the summer. In disposition it is gentler and more confiding
than other members of its family, but closely resembles them in its
general habits. Upon the ground it runs with grace and agility, and
exhibits the utmost dexterity in its beautiful and rapid movements
through the air, during which it frequently joins company with parties of
other shore birds. With so little timidity does the Sanderling regard man,
that it is not uncommon for it to permit his close approach, and even if
shot at it often only moves a few paces from the spot. Naumann
mentions that upon one occasion, after watching the proceedings of five
of these birds that were standing almost close to him in most evident
disregard of his presence, the thought struck him that he would arrange
some snares he had in his pocket and take the whole party prisoners. This
he accordingly did, the intended victims quietly watching his
arrangements, and finally walking amongst, and entangling themselves
in the treacherous strings.
THE RUFF.
The RUFF (Philomachus pugnax) has a straight beak of about the
same length as the head, or a little longer, and slightly depressed at its
tip; the high slender feet are bare, and furnished with four toes: of these
the three placed in front are connected by a skin; the hind toe is short and
much raised. The moderate-sized pointed wing has the first quill longer
than the rest, and the short tail is slightly rounded; the plumage is soft
and thick. The male bird is about a third larger than his mate, and has
during the spring his face covered with warts, and his neck adorned with
a strange and beautiful collar; both these peculiarities, however,
disappear towards autumn. So varied and changeful is the coloration of
the plumage, that a detailed description is almost impossible. The collar
above alluded to is composed of harsh feathers, about three inches long,
and so wonderfully different in their hues that scarcely two males are
exactly like each other; black and brown, and white feathers of various
shades, spotted, striped, and marked in every conceivable way, appear
indifferently on this part of the plumage. The upper wing is deep
brownish grey, and the blackish grey tail is spotted with black; the belly
is white, and the rest of the body very variously coloured and marked. It
has, we believe, been ascertained that each male exhibits the same hues
and markings every succeeding year. The eye is brown, the beak
generally greenish or greenish yellow, and the foot reddish yellow. This
species is from eleven inches to twelve inches and a half long, and from
twenty-three inches and a half to twenty-four inches across; the wing
measures from seven inches to seven inches and a half, and the tail about
three inches. The plumage of the female, which does not vary as does
that of her mate, is principally reddish grey, darkly spotted upon the
upper portions of the body. The face and brow are light grey, the crown
is grey, striped with brownish black; the nape-feathers are grey, those on
the back and shoulders blackish brown, edged with rust-red. The throat
and gullet are grey, and the belly-feathers of a whitish hue. The female is
ten inches long, and twenty-one inches and a half broad.
(Philomachus pugnax). .
.