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Exceptional Services

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Submitted By kken555
Words 5083
Pages 21
March 25, 2011

Exceptional Service, Exceptional Profit
The Secrets of Building a Five-Star Customer Service Organization
Leonardo Inghilleri and Micah Solomon
©2010 Leonardo Inghilleri and Micah Solomon Adapted by permission of AMACOM, a division of The American Management Association ISBN: 978-0-8144-1538-2

Introduction
The key to a successful business is customer loyalty. Building enduring business relationships is a timeless strategy that transcends factors that are out of a service organization’s control, including technological changes, economies of scale, and exchange rates. Solid customer loyalty serves as insurance against the risks of a commodity being viewed as replaceable or interchangeable. In Exceptional Service, Exceptional Profit, Leonardo Inghilleri and Micah Solomon share a variety of techniques pioneered by the Ritz-Carlton hotel chain, Netflix movie rental service, and other companies that have earned a loyal customer base. From mastering the four elements of customer satisfaction to handling service failures to personalizing the online experience, organizations can make the shift from reactive to anticipatory service and build a base of clients that will keep coming back for more.

Satisfaction Guaranteed
Inghilleri and Solomon consider customer satisfaction a prerequisite to establishing loyalty. Although satisfied customers are still at risk of being wooed away by a competitor, they will believe a business offers a reasonable product or service and, if asked, offer a positive assessment. The first element of customer satisfaction is a perfect product, designed to be as defect-free as possible, and supported by a supply of staff and provisions that can maintain perfection in the face of absenteeism, service issues, and other foreseeable boundaries. Second, the product must be delivered by caring people. For example, a customer might

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