Customer Service: Needs and Expectations

• Excellent customer service is when an organization constantly exceeds customer expectations, enhancing their experience.

Customer Needs and Wants

• Wants are desired things or experiences, while needs are personal requirements.
• Biological needs are essential for survival (e.g., oxygen, water), and psychological needs contribute to fulfillment (e.g., achievement, belonging).

Maslow’s Hierarchy of Needs

• Physiological needs are at the base, followed by safety, love/belonging, esteem, and self-actualization at the top.

Five Needs of a Customer

• Customers need Service, Quality, Appreciation, Price, and Action.

Seattle NHL Team "Secret Sauce"

• Services include streamlined ordering and bathroom navigation via app, with staff dedicated to greeting visitors.
• Offers a free app with no in-app purchases.
• Quality is ensured through optimal seating, engaging game presentation, and an authentic city experience.
• Actions are taken to involve fans in voting processes.
• Appreciation demonstrated by listening to fan feedback.

Internal vs. External Customers

• Internal customers are colleagues within the organization, and external customers are those typically thought of as being served.
• Treating internal customers well is important to providing external customers with what they need.

Sport Customers

• Types include:
• External: Fans, participants, and athletes.
• Internal/External: Sponsors.
• Internal: Coaches, officials, and volunteers.

Customer Attributes

Segmentation

• Segmenting involves identifying subgroups in the marketplace.
• Methods include demographics, geographic location, psychographics, and behavior.

Fan Identification

• Commitment and involvement fans have with a team enhance long-term loyalty.
• Sponsorship opportunities arise from the connection between fans and teams.

Relationship Marketing

• Builds relationships through communication, satisfaction, and service.

Service Quality

• Consistent high-quality service is a competitive advantage.
• After-marketing involves customer retention activities post-purchase.

Cost of Losing a Customer

• Includes lost revenue, jobs, reputation, and future business.

7 Cs of Quality Customer Service (Midterm)

• Checks: Continuously evaluate performance against competition, industry trends, and customer surveys.
• Complaints: Welcome complaints to identify areas for improvement and make it easy for customers to voice concerns.
• Competence: Demonstrate ability and take ownership of problems, focusing on solutions regardless of fault.
• Care: Show friendliness, courtesy, and pride in work to demonstrate care.
• Communication: Ensure clear communication through greetings, eye contact, active listening, and clarifying understanding.
• Competition: Understand competitors' strengths and weaknesses and differentiate accordingly.
• Customer: Understand customer perspectives, needs, and expectations to exceed them.

Undercover Boss - Canlan Sports

• The Undercover Boss - Canlan Sports episode may be on the midterm.

Law of Supply and Demand

• Product availability and desire affect price; low supply equals high price, and high supply equals low price.

Headlines Activity (Midterm)

• "Record peach harvest in Niagara-On-The-Lake": High supply, lower prices, potential increased demand.
• "Ford Motors to close 6 factories": Low demand, reduced supply, potentially higher prices and reduced demand.
• "Nike manufacturer increases prices on all styles": High demand prompts price increase to maximize earnings and slow demand.
• "Gas prices stay low this year - set to rise dramatically next year": High supply this year, low supply next year, demand remains consistent.
• "Robots make automobile assembly faster": Increased supply leads to lower prices and potential increased demand.
• "U.S Congress passes a new sugar tax": Reduced demand for sugar leads to lower prices and increased supply.
• "Fire destroys thousands of acres of forest in pacific northwest": Reduced lumber supply leads to higher prices and increased demand.

Determinants of Consumer Behavior

• Number of buyers, tastes, preferences, income, expectations, and prices of related goods.

Sport Decision-Making Sequence

• Inputs: Sociological influences and marketing activities.
• Internal Processing: Motivation, personality, perception, learning, and memory.
• Outputs: Attitude formation and behavioral outcomes.

Consumer Needs and Motivation

• Includes participant and spectator motivations, and consumer perceptions.

Consumer Attitudes

• Marketing efforts aim to shape perceptions and change customer attitudes.
• Attitudes reflect feelings that influence likes and dislikes, shaped by experiences, feelings, and beliefs.
• Loyalty, involvement, and identification affect consumers.

Factors Affecting Loyalty

• Brand image
• Trust
• Commitment
• Importance of relationship
• WOM (word of mouth)
• Manage your customers’ expectations

Types of Service (Midterm)

• Freezer: Low procedural and personal interaction.
• Factory: High procedural but low personal interaction.
• Friendly Zoo: High personal but low procedural interaction.
• QCS: High procedural and personal interaction. (Quality Customer Service)

Six Pillars of Customer Experience Excellence

• Personalization
• Integrity
• Expectations
• Time and Effort
• Resolution
• Empathy

Cost of Losing a Customer

• Includes increased customer expectations, marketplace competitiveness, lost revenue, lost jobs, loss of reputation, and loss of future business.

Domino's Case Study (Midterm)

• In 2008, sales hit an all-time low, stock was worth $4 a share and a taste test considered it on par with Chuck E. Cheese.
• "Boomerangs" were targeted because of their past affinity for Domino's, and they aimed to bring them back as regular customers.
• The Director of Loyalty Marketing featured "superfans" in ads to act as brand ambassadors.

Customer Recovery

• An average company loses half its customers every 5 years. (Midterm)
• Recovering unhappy customers is a core element of customer equity strategies.

Second Lifecycle (Recovered Customer)

• Recaptured customers Already familiar with the brand
• Likely to have more data points
• Can be loyal
• Quicker to acclimatize to doing business

Develop Recovery Skills

• Feel their pain
• Do all you can to resolve the problem
• Go beyond and offer symbolic atonement (offering something to compensate for the problem.) (Midterm)
• Look and learn from each situation

Addressing Customer Dissatisfaction

• Maintain professionalism and avoid showing anger or frustration.
• Measurement of satisfaction involves considering expectations and perceptions.

Expected Service and Extra Mile Service

• Clients Expect Problem Solving from you
• You need to Future Proof customer requests

Phases of Conflict

• Prelude to conflict
• Triggering event
• Initiation phase
• Differentiation phase
• Resolution phase

Pursuit of Happines Rubik’s Cube Scene (Midterm)

• A Rubik’s Cube builds confidence.
• It promotes cooperative learning.
• Provides a framework for solving problems.
• Exercises the brain.
• Demonstrates the need for practice and true learning.

Criticism and Complaints

• Criticism provides an opportunity to obtain info
• A customer complaint is really a request for action

Problem-Solving Model

• Identify the problem, understand its unique characteristics, define solution requirements, identify possible solutions, select the best solution, implement it, and evaluate its impact.
• Mutually beneficial solutions (Midterm)
• HEAT (Midterm)