{"product_id":"pay-attention-isbn-9780470563557","title":"Pay Attention!","description":"\u003cp\u003eMake customer feedback work for your business.\u003c\/p\u003e \u003cp\u003eCustomers are speaking loud and clear through a miriad of mediums. Evidence shows that customers will no longer stand for the hurried and complacent service that has become the norm. They are looking for a positive, memorable experience. Organizations that provide that level of service will earn their loyalty. Customers base their decisions on nothing more than a positive or negative review of your product and\/or service.\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePay Attention!\u003c\/i\u003e paves the way. Your company wins when you:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eUnderstand Customer Expectations\u003c\/li\u003e \u003cli\u003eEmbrace and implement The RATER Factors\u003c\/li\u003e \u003cli\u003eDefine who you are and what you offer\u003c\/li\u003e \u003cli\u003eBecome E.T.D.B.W. (Easy To Do Business With)\u003c\/li\u003e \u003cli\u003eConnect with your audience in all mediums\u003c\/li\u003e \u003cli\u003eReact appropriately and respond immediately to customer feedback\u003c\/li\u003e \u003cli\u003eRecover sincerely when things go wrong\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eAll you need is to \u003ci\u003ePay Attention!\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eAcknowledgments xi\u003c\/p\u003e \u003cp\u003eIntroduction xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Pay Attention to Today’s Customers 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Power of Online Megaphones 3\u003c\/p\u003e \u003cp\u003eA More Skeptical and Distrustful Customer 5\u003c\/p\u003e \u003cp\u003eWhat Does This All Mean for Your Own Customer Service Strategy? 6\u003c\/p\u003e \u003cp\u003eRising Global Service Expectations 7\u003c\/p\u003e \u003cp\u003eThe Customer Experience Grid 11\u003c\/p\u003e \u003cp\u003eSpeed as a Competitive Advantage 14\u003c\/p\u003e \u003cp\u003eE-Mail Versus Phone: Which Is Speedier? 15\u003c\/p\u003e \u003cp\u003eMore Educated Global Customers 16\u003c\/p\u003e \u003cp\u003eFive Building Blocks of Service\u003c\/p\u003e \u003cp\u003eQuality 18\u003c\/p\u003e \u003cp\u003eReliability 18\u003c\/p\u003e \u003cp\u003eAssurance 19\u003c\/p\u003e \u003cp\u003eTangibles 20\u003c\/p\u003e \u003cp\u003eEmpathy 21\u003c\/p\u003e \u003cp\u003eResponsiveness 22\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Pay Attention to Your Marketing Message 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eParticipating versus Observing 26\u003c\/p\u003e \u003cp\u003eFundamentals Are Still Key 27\u003c\/p\u003e \u003cp\u003ePay Attention to Who You Are 27\u003c\/p\u003e \u003cp\u003ePay Attention to Who Your Audience Is 30\u003c\/p\u003e \u003cp\u003eThe Power of Customer Stories 33\u003c\/p\u003e \u003cp\u003ePay Attention to Engaging Your Customers 37\u003c\/p\u003e \u003cp\u003ePay Attention to Walking Your Marketing Talk 44\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Pay Attention to Preparation 49\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Power of Vision and Purpose 50\u003c\/p\u003e \u003cp\u003eTheory to Action: Creating Standards and Norms 53\u003c\/p\u003e \u003cp\u003eHiring Tactics: Select for Attitude, Train for Skill 55\u003c\/p\u003e \u003cp\u003eModeling Star Performers 56\u003c\/p\u003e \u003cp\u003eTraining and Coaching 58\u003c\/p\u003e \u003cp\u003eInternal Social Networks: Cost-Effective Learning Tools 61\u003c\/p\u003e \u003cp\u003ePay Attention to What’s Rewarded and Measured 62\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Pay Attention to the Customer Experience 65\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMake It Personal 66\u003c\/p\u003e \u003cp\u003eSocial Media Plays a Role at Comcast 70\u003c\/p\u003e \u003cp\u003eTaking Problems Seriously 72\u003c\/p\u003e \u003cp\u003eBe ETDBW: Easy to Do Business With 73\u003c\/p\u003e \u003cp\u003eBeing ETDBW Means Considering All Audiences 77\u003c\/p\u003e \u003cp\u003ePayoffs of Being ETDBW 78\u003c\/p\u003e \u003cp\u003eResponsiveness and Reliability: Keys to the Customer Experience 79\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Pay Attention to New Feedback Channels 85\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEleven Ways to Listen to Customers 86\u003c\/p\u003e \u003cp\u003ePay Attention to the Ways Customers Speak 93\u003c\/p\u003e \u003cp\u003eEvaluating Feedback 103\u003c\/p\u003e \u003cp\u003eTaking a Closer Look: Glossary of Terms 107\u003c\/p\u003e \u003cp\u003eBusiness Analytics Are Vital 109\u003c\/p\u003e \u003cp\u003eManaging the Moments of Truth 112\u003c\/p\u003e \u003cp\u003eTen Action Steps 114\u003c\/p\u003e \u003cp\u003eMake Your Web Site ETDBW 116\u003c\/p\u003e \u003cp\u003eWeighing the Pros and Cons 119\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Pay Attention to Your Reaction 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIgnore at Your Peril 122\u003c\/p\u003e \u003cp\u003eTracking What They’re Saying 124\u003c\/p\u003e \u003cp\u003eTo Engage or Not to Engage? 125\u003c\/p\u003e \u003cp\u003eCreating Integrated Response Systems 130\u003c\/p\u003e \u003cp\u003eTraditional Listening Posts 131\u003c\/p\u003e \u003cp\u003eThree Types of Listening 133\u003c\/p\u003e \u003cp\u003eReacting to Product vs. Service Feedback 135\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Pay Attention to Your Response 137\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAll Eyes on You 138\u003c\/p\u003e \u003cp\u003eCreating Digital Embassies 139\u003c\/p\u003e \u003cp\u003eDell Computer: Engaging via Social Media Is “Everyone’s Job” 141\u003c\/p\u003e \u003cp\u003eRules of Engagement 143\u003c\/p\u003e \u003cp\u003eResponding to Customer Reviews 146\u003c\/p\u003e \u003cp\u003eResponding to Negative Reviews 148\u003c\/p\u003e \u003cp\u003eResponding to Positive Reviews 152\u003c\/p\u003e \u003cp\u003eResponding in Public versus Private 153\u003c\/p\u003e \u003cp\u003eResponding to Customer Suggestions and Ideas 154\u003c\/p\u003e \u003cp\u003eCustomers Helping Other Customers 155\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Pay Attention to Recovery 157\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Dollar Impact of Service Breakdown 158\u003c\/p\u003e \u003cp\u003eAn Implied Covenant 159\u003c\/p\u003e \u003cp\u003eWhat Is Service Recovery? 160\u003c\/p\u003e \u003cp\u003eFive Axioms of Effective Service Recovery 161\u003c\/p\u003e \u003cp\u003eAxiom 1: Customers Have Recovery Expectations 162\u003c\/p\u003e \u003cp\u003eAxiom 2: Successful Recovery Is Psychological as Well as Physical: Fix the Person, Then the Problem 162\u003c\/p\u003e \u003cp\u003eAxiom 3: Work in a Spirit of Partnership 166\u003c\/p\u003e \u003cp\u003eAxiom 4: Customers React More Strongly to “Fairness” Failures Than to “Honest Mistakes” 169\u003c\/p\u003e \u003cp\u003eAxiom 5: Effective Recovery Is a Planned Process 170\u003c\/p\u003e \u003cp\u003eSeeing Complaints as a Gift 173\u003c\/p\u003e \u003cp\u003eFix the Process to Reduce Recovery Needs 174\u003c\/p\u003e \u003cp\u003eService Recovery Process 176\u003c\/p\u003e \u003cp\u003eAcknowledge That the Customer Has Been Inconvenienced and Apologize for It 178\u003c\/p\u003e \u003cp\u003eListen, Empathize, and Ask Open-Ended Questions 178\u003c\/p\u003e \u003cp\u003eOffer a Fair Fix to the Problem 178\u003c\/p\u003e \u003cp\u003eOffer Some Value-Added Atonement for the Inconvenience or Injury 179\u003c\/p\u003e \u003cp\u003eKeep Your Promises 180\u003c\/p\u003e \u003cp\u003eFollow-Up 180\u003c\/p\u003e \u003cp\u003eKey Service Recovery Skills 181\u003c\/p\u003e \u003cp\u003eNotes 189\u003c\/p\u003e \u003cp\u003eAbout the Authors 191\u003c\/p\u003e \u003cp\u003eIndex 193\u003c\/p\u003e   \u003cp\u003e\u003cb\u003eANN THOMAS\u003c\/b\u003e is coauthor of \u003ci\u003e101 Activities for Delivering Knock Your Socks Off Service\u003c\/i\u003e and the senior consultant and lead facilitator with Performance Research Associates (PRA) since 1999. Her work focuses on improving service quality, diversity awareness, generational differences, sales, performance management, and professional development. Ann brings nearly thirty years' experience in consulting and training to each of her clients, including Marriott ExecuStay, Accenture, the Securities and Exchange Commission, and many others. Ann is also a member of the faculty for the American Management Association and is a regular presenter for Progressive Business Conferences. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eJILL APPLEGATE\u003c\/b\u003e is project manager and client coordinator with Performance Research Associates. She served as right hand to the late Ron Zemke for nearly fifteen years and takes seriously the responsibility of wowing customers. Jill works closely with PRA clients to ensure that their efforts hit the mark. She is also a coauthor of \u003ci\u003e101 Activities for Delivering Knock Your Socks Off Service\u003c\/i\u003e.    \u003c\/p\u003e\u003cp\u003e\u003cb\u003eYour customers are talking about you. Are you listening?\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eWhether they use social networks, online tools, or a myriad of other media, your customers are reviewing you, rating you, and ranting about you to friends, peers, and perfect strangers. Disappoint your customers with poor service, and they won't take it quietly. Give them a great experience, and they will become powerful and loyal advocates, pointing others your way. Customer interaction today is a whole new ballgame; are you prepared to play and win? \u003c\/p\u003e\u003cp\u003e\u003ci\u003ePay Attention!\u003c\/i\u003e enables you to successfully navigate today's customer feedback landscape and turn that feedback into your competitive edge. By outlining the complete Pay Attention system, this up-to-the-minute guide gives you a practical, step-by-step toolbox you can use immediately to achieve top-notch customer interactions. \u003c\/p\u003e\u003cp\u003eGet the keys to create winning customer experiences as you: \t      \u003c\/p\u003e\u003cul\u003e \t\u003cli\u003e\u003cb\u003eLearn the demands of today's customer\u003c\/b\u003e\u003c\/li\u003e \u003cli\u003e\u003cb\u003eConnect with your audience by various online and social media\u003c\/b\u003e\u003c\/li\u003e \u003cli\u003e\u003cb\u003eShape your marketing messages and clearly identify your customer\u003c\/b\u003e\u003c\/li\u003e \u003cli\u003e\u003cb\u003eApply the RATER factors to your business (Reliability, Assurance, Tangibles, Empathy, and Responsiveness)\u003c\/b\u003e\u003c\/li\u003e \u003cli\u003e\u003cb\u003eHire and train excellent customer- contact people\u003c\/b\u003e\u003c\/li\u003e \u003cli\u003e\u003cb\u003eRespond effectively to customer reviews and feedback\u003c\/b\u003e\u003c\/li\u003e \u003cli\u003e\u003cb\u003eExplore ways to \"make it right\" when something goes wrong\u003c\/b\u003e\u003c\/li\u003e \t\u003c\/ul\u003e \t \u003cp\u003eThe fundamental customer-business relationship is changing. The companies that understand and adapt to the new rules will beat the competition and gain market share. \u003ci\u003ePay Attention!\u003c\/i\u003e offers a proven system you can use to revitalize the way you approach your customers and customer service while gaining major business insights in the process. The next level of customer interaction, acquisition, and retention awaits you; all you need is to \u003ci\u003ePay Attention!\u003c\/i\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989756756197,"sku":"NP9780470563557","price":24.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470563557.jpg?v=1761785369","url":"https:\/\/k12savings.com\/products\/pay-attention-isbn-9780470563557","provider":"K12savings","version":"1.0","type":"link"}