商务英语 案例篇_西南财经大学_8 Unit8CustomerService_(8.4.1) 8.4Pow
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Unit 8 Customer Service
Empathy Engine
潘紫萌
Emma
西南财经大学· 经贸外语学院
School of Foreign Languages for Business, Southwestern University of Finance and Economics 中国大学MOOC
Learning Objectives
•Case study: Southwest Airlines standards of customer service •Business metaphor: Empathy engine
•Language learning: Words and phrases
What is customer service?
What is customer service?
What is customer service?
What is customer service?
Services provided for customers before, during and after their purchase of the products or services
Aim of ensuring enjoyable customer experiences
What “travel nightmare” did Emig experience when flying with Southwest Airlines?
•Five-hour delay with Emig waiting on the plane all the time •Aircraft de-icing
•Change of the pilot
•Aircraft de-icing again
What actions did Southwest Airlines take?
On that day
•Pilot: Walking the aisles, answering questions, and offering constant updates
•Flight attendants: Updating news
A few days later
•A gift mailed to Emig: An apology letter with two free round-trip ticket vouchers
What comments did Emig make on Southwest Airlines?
•Flight attendants “really seemed like they cared”
•“I could not believe they acknowledged the situation and
apologized”
•“...they make up for the time spent sitting on the runway”
Southwest Airlines Standards of Customer Service
•The corporation has specifically created a high-level
position overseeing all proactive customer communications. •“It's just something we feel our customers deserve.”
Sichuan Airlines
•Two charter planes picking up trapped Chinese tourists in Saipan
•The first international flights reaching Saipan after the Super Typhoon Yutu
Sichuan Airlines
Why is customer service strongly emphasized?
Importance of Good Customer Service
Service-profit Chain
•To keep existing customers
•To acquire new customers
•To grow the business through word of mouth •To survive competitions
How is good customer service achieved?
Ways of Providing Customer Service
•Automated customer service •Customer service representatives
Satisfied Employees and Contented Customers
“Companies...are recognizing they need to invest more...to give reps more tools and training.”
-Bruce Temkin
principal analyst of Forrester Research
Homeshoring
•Lower turnover
•Happier employees
•Better customer service results
• A home-based outsourcing model, which attracts more
experienced employees and allows them to work at home