Customer Service: A Practical Approach 6th Edition Test Bank

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Online Instructor’s Manualto accompanyCustomer ServiceA Practical ApproachSixth EditionElaine K. Harris

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INTRODUCTION TO INSTRUCTORSSAMPLE SYLLABUS ........................................................................................................1SUGGESTED COURSE SCHEDULE................................................................................310 week schedule12 week schedule15 week schedule16 week schedule3 week scheduleSUGGESTED COURSE DESCRIPTION...........................................................................5CHAPTER 1: WHAT IS CUSTOMER SERVICE? ..........................................................6OutlineOpportunities for Critical Thinking (with Answers)CHAPTER 2:THE CHALLENGES OF CUSTOMER SERVICE.................................12OutlineOpportunities for Critical Thinking (with Answers)CHAPTER 3:PROBLEM SOLVING .............................................................................19OutlineOpportunities for Critical Thinking (with Answers)CHAPTER 4:STRATEGY FOR FORMULATING A PLAN FOR SUCCESS ............24OutlineOpportunities for Critical Thinking (with Answers)CHAPTER 5:EMPOWERMENT...................................................................................29OutlineOpportunities for Critical Thinking (with Answers)CHAPTER 6:COMMUNICATIONS IN CUSTOMER SERVICE................................34OutlineOpportunities for Critical Thinking (with Answers)CHAPTER 7:COPING WITH CHALLENGING CUSTOMERS..................................42OutlineOpportunities for Critical Thinking (with Answers)CHAPTER 8:MOTIVATION.........................................................................................48OutlineOpportunities for Critical Thinking (with Answers)CHAPTER 9:LEADERSHIP IN CUSTOMER SERVICE ............................................53

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OutlineOpportunities for Critical Thinking (with Answers)CHAPTER 10: CUSTOMER RETENTION AND MEASURING SATISFACTION ....59OutlineOpportunities for Critical Thinking (with Answers)CHAPTER 11: TECHNOLOGY AND CUSTOMER SERVICE .......................................OutlineOpportunities for Critical Thinking (with Answers)CHAPTER 12:EXCELLENCE IN CUSTOMER SERVICE .........................................70OutlineTESTS CHAPTERS 1-11

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Introduction to InstructorsWelcome to Customer Service: A Practical Approach, 6thedition. If you are new to this text, youwill be pleased with the many opportunities that it provides to create a thorough and informativecourse. If you have used the previous editions you will find that the 6thedition has increasedopportunities for effective instruction in the dynamic area of customer service.This Instructor’s Guide includes a variety of tools to assist you as you plan your customer serviceclass. Included are a suggested course description, course schedules for a 10 week, 12 week, 15week, and 16 week term. Additionally a three session schedule is provided for a seminar typecourse. A sample syllabus will be helpful if your school does not have a standard syllabus formatto copy.Outlines for each chapter will assist you as you create your presentation materials. CustomerService: A Practical Approach is a very straightforward text. Students have, since the firstedition, expressed an appreciation for the style of this text. Specific concepts are covered withexamples. Instructors are encouraged to look for local and current examples to illustrate theconcepts being studied in the course. This technique helps the students to see customer service inaction around them, and it also helps the course to be identified as relevant and up to date.The course schedules all suggest the use offourChallenges to be assigned during the duration ofthe course. A very extensive list of challenges is provided with one in each chapter. Theinstructor should choose the specific challenges that they see as the most appropriate for theirstudents. Challenges could also be used as in class activities. The list of possible challenges to beassigned is more extensive than would allow for the assignment of all over the time frame of atraditional semester.Challenges include:Compliment/complaint lettersIndividual purpose statementResearch paperDepartmental factoidDevelopment of a systemMystery shopperQuality recognition formsNewsletterResumePhilosophy of customer serviceCurrent EventsFor in-class activities instructors may also want to useJob Links-individualized application activitiesTeam Time-teambuilding exercisesQuick Quizzes-true/false questions relating to the chapter materialKey terms-a collection of important terms from the chapterOpportunities for critical thinking-discussion questions to reinforce concepts andSkill building-exercises to furnish the opportunity to develop the important skills necessary tobecome an excellent customer service provider.Ethics in Action- (NEW TO THIS EDITION) the description of an ethically challenging situation

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along with a “what would you do” discussion or essay opportunity.Finally, a computerized test bank is available to assist in the easy creation of tests. TheOpportunities for Critical Thinking questions and Skill Building exercises are great for groupdiscussions and are suitable for essay questions on a test.Customer Service: A Practical Approach is an excellent text to use as you deliver your customerservice course.

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COURSE SYLLABUSCOURSE NUMBER:INSTRUCTOR:COURSE NAME:Customer ServiceTIME:OFFICE HOURS:OFFICE NO.:DAY:OFFICE PHONE:ROOM:NEXT COURSE IN SEQUENCE- Other marketing courses according to your major.TEXTBOOK AND OTHER MATERIALSCustomer Service: A Practical Approach, 6th Edition, Elaine K. Harris, Pearson (2013)–COURSE DESCRIPTION- This course provides students with the basic concepts and currenttrends in the customer service industry. Special areas of emphasis include problem solving,development of a customer service strategy, creating customer service systems, coping withchallenging customers, customer retention, and measuring satisfaction.COURSE OBJECTIVES1.Define customer service.- Upon completion of this course the student should be able to:2.Actively express an understanding of the customer service industry.3.Express techniques for exceeding customers’ expectations.4.Actively illustrate steps toward problem solving.5.Discuss the relationship between strategy and empowerment in creating a culture thatencourages the provision of excellent customer service.6.Design a new or improved customer service system.7.Demonstrate improved listening skills.8.Express an understanding of how to cope with those individuals whom they find to bechallenging.9.Discuss the relationship between leadership and motivation in customer service.10.Demonstrate methods of showing leadership without position.11.Define customer retention and various methods of measuring customer satisfaction.12.Express in written and oral form their individual philosophies of customer service.TEACHING METHODS- The instructor should explain his or her specific approach to teachingthe course.GRADING SYSTEM- The instructor should detail his or her method of determining studentperformance.GRADING SCALE- The instructor should insert the grading scale which he or she uses forevaluation. The instructor may choose to use the following suggested grading scale:90% of total points = A80% of total points = B70% of total points = C60% of total points = DBelow 60%= F

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ATTENDANCE POLICY- The instructor should explain his or her specific attendance policy.MAKE-UP TEST POLICY- No make-up exams will be given without prior consent of theinstructor. In the event that the exam schedule should be changed, prior notice will be given inthe classroom. The lowest exam grade (not including the final exam) will be dropped.COURSE SCHEDULE- The instructor should include the course schedule here or distribute itseparately.

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SUGGESTED COURSE SCHEDULE10-WEEK SEMESTERWeek 1: CHAPTER 1 - WHAT IS CUSTOMER SERVICE?Assign Challenge #1Week 2: CHAPTER 2 - CHALLENGES OF CUSTOMER SERVICECHAPTER 3-PROBLEM SOLVINGWeek 3: TEST 1. Challenge #1 dueWeek 4: CHAPTER 4 - STRATEGY AND FORMULATION OF A PLAN FOR SUCCESSCHAPTER 5 - EMPOWERMENTAssign Challenge #2Week 5: CHAPTER 6 - COMMUNICATIONS IN CUSTOMER SERVICECHAPTER 7 - COPING WITH CHALLENGING CUSTOMERSWeek 6: TEST 2. Challenge #2 dueWeek 7: CHAPTER 8 – MOTIVATIONCHAPTER 9-LEADERSHIP IN CUSTOMER SERVICEAssign Challenge #3Week 8: CHAPTER 10 - CUSTOMER RETENTION AND MEASUREMENT OFSATISFACTIONCHAPTER 11- TECHNOLOGY AND CUSTOMER SERVICECHAPTER 12 - EXCELLENCE IN CUSTOMER SERVICEAssign Challenge #4.Week 9: TEST 3. Challenge #3 dueWeek 10: FINAL EXAM. Challenge #4 due.

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SUGGESTED COURSE SCHEDULE12-WEEK SEMESTERWeek 1: CHAPTER 1 - WHAT IS CUSTOMER SERVICE?Assign Challenge #1Week 2: CHAPTER 2 - CHALLENGES OF CUSTOMER SERVICE.CHAPTER 3-PROBLEM SOLVINGWeek 3:TEST 1. Challenge #1 dueWeek 4:CHAPTER 4 - STRATEGY AND FORMULATION OF A PLAN FOR SUCCESSWeek 5:CHAPTER 5 - EMPOWERMENTAssign Challenge #2Week 6:CHAPTER 6 - COMMUNICATIONS IN CUSTOMER SERVICECHAPTER 7 - COPING WITH CHALLENGING CUSTOMERSWeek 7:TEST 2. Challenge #2 dueWeek 8:CHAPTER 8 - MOTIVATIONAssign Challenge #3Week 9:CHAPTER 9 - LEADERSHIP IN CUSTOMER SERVICECHAPTER 10 - CUSTOMER RETENTION AND MEASUREMENT OFSATISFACTIONWeek 10:CHAPTER 11- TECHNOLOGY AND CUSTOMER SERVICECHAPTER 12 - EXCELLENCE IN CUSTOMER SERVICEAssign Challenge #4Week 11:TEST 3. Challenge #3 dueWeek 12:FINAL EXAM.Challenge #4 due.

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SUGGESTED COURSE SCHEDULE15-WEEK SEMESTERWeek 1:CHAPTER 1 - WHAT IS CUSTOMER SERVICE?Assign Challenge #1Week 2:CHAPTER 2 - CHALLENGES OF CUSTOMER SERVICEWeek 3:CHAPTER 3 - PROBLEM SOLVINGChallenge #1 dueWeek 4:TEST 1Week 5:CHAPTER 4 - STRATEGY AND FORMULATION OF A PLAN FOR SUCCESSWeek 6:CHAPTER 5 - EMPOWERMENTAssign Challenge #2Week 7:CHAPTER 6 - COMMUNICATIONS IN CUSTOMER SERVICECHAPTER 7 - COPING WITH CHALLENGING CUSTOMERSWeek 8:TEST 2Week 9:CHAPTER 8 - MOTIVATIONChallenge #2 dueAssign Challenge #3Week 10:CHAPTER 9 - LEADERSHIP IN CUSTOMER SERVICEWeek 11:CHAPTER 10 - CUSTOMER RETENTION AND MEASUREMENT OFSATISFACTIONWeek 12:CHAPTER 11- TECHNOLOGY AND CUSTOMER SERVICECHAPTER 12 - EXCELLENCE IN CUSTOMER SERVICEAssign Challenge #4Week 13:TEST 3Week 14:Challenge #3 dueWeek 15:FINAL EXAMChallenge #4 due

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SUGGESTED COURSE SCHEDULE16-WEEK SEMESTERWeek 1:CHAPTER 1 - WHAT IS CUSTOMER SERVICE?Assign Challenge #1Assign the students to write their personal philosophies of customer serviceWeek 2:CHAPTER 2 - CHALLENGES OF CUSTOMER SERVICEWeek 3:CHAPTER 3 - PROBLEM SOLVINGChallenge #1 dueAssign the students to share their letters with the other students in the classWeek 4:TEST 1Week 5:CHAPTER 4 - STRATEGY AND FORMULATION OF A PLAN FOR SUCCESSWeek 6:CHAPTER 5 - EMPOWERMENTAssign Challenge #2Week 7:CHAPTER 6 - COMMUNICATIONS IN CUSTOMER SERVICEWeek 8:CHAPTER 7 - COPING WITH CHALLENGING CUSTOMERSWeek 9:TEST 2Week 10:CHAPTER 8 - MOTIVATIONChallenge #2 dueAssign Challenge #3Week 11:CHAPTER 9 - LEADERSHIP IN CUSTOMER SERVICEWeek 12:CHAPTER 10 - CUSTOMER RETENTION AND MEASUREMENT OFSATISFACTIONWeek 13:CHAPTER 11- TECHNOLOGY AND CUSTOMER SEVICECHAPTER 12 - EXCELLENCE IN CUSTOMER SERVICEAssign Challenge #4Week 14:TEST 3Week 15:Challenge #3 dueWeek 16:FINAL EXAMChallenge #4 due

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SUGGESTED COURSE SCHEDULETHREE SEGMENTS - FOUR SESSIONS - 4 HOURS EACH SESSIONSEGMENT 1“THE WONDERFUL WORLD OF CUSTOMER SERVICE”SESSION 1:CHAPTER 1 - WHAT IS CUSTOMER SERVICE?Assign Challenge #1Assign the students to write their personal philosophies of customer serviceSESSION 2:CHAPTER 2 - CHALLENGES OF CUSTOMER SERVICESESSION 3:CHAPTER 3 - PROBLEM SOLVINGChallenge #1 dueAssign the students to share their letters with the other students in the classSESSION 4:TEST 1SEGMENT 2:“STRATEGY AND EMPOWERMENT”SESSION 1:CHAPTER 4 - STRATEGY AND FORMULATION OF A PLAN FORSUCCESSAssign Challenge #2SESSION 2:CHAPTER 5 - EMPOWERMENTSESSION 3:CHAPTER 6 - COMMUNICATIONS IN CUSTOMER SERVICECHAPTER 7 – COPING WITH CHALLENGING CUSTOMERSChallenge #2 due.SESSION 4:TEST 2SEGMENT 3: “CUSTOMER SERVICE FOR THE LONG HAUL”SESSION 1:CHAPTER 8 - MOTIVATIONAssign Challenge #3SESSION 2:CHAPTER 9 – LEADERSHIP IN CUSTOMER SERVICECHAPTER 10 – CUSTOMER RETENTION AND MEASURINGSATISFACTIONAssign Challenge #4Assign the students to review the philosophies they wrote during SEGMENT 1SESSION 3:CHAPTER 11 – TECHNOLOGY AND CUSTOMER SERVICECHAPTER 12 - EXCELLENCE IN CUSTOMER SERVICEChallenge #3 dueSESSION 4:TEST 3Challenge #4 due

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SUGGESTED COURSE DESCRIPTIONThis course provides students with the basic concepts and current trends in the customerservice industry. Special areas of emphasis include problem solving, development of a customerservice strategy, creating customer service systems, coping with challenging customers, customerretention, and measuring satisfaction.

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CHAPTER 1: WHAT IS CUSTOMER SERVICE?OUTLINEI.Customer service is importantA.The importance of customer service is at an all-time high!!B.Customers are more sophisticated than ever before!C.Customer service is in style!II.What is customer serviceA.?Customer serviceB.The customer’s satisfaction is our goal.is anything we do for the customer that enhances the customerexperience.III.Understanding satisfactionA..Customer satisfactionB.Customer satisfaction recognizes the difference between customer expectationsand customer perceptions.is the customer’s overall feeling of contentment with acustomer interaction.C.Satisfaction may develop quickly or over a period of time.D.Our job is to reduce the customer’s stress.E.Examples of customer service1.Receipt lookup or “return by” date on store receipts.:2.Calling the customer by name.3.Easy return policy.4.Updated map of the area or Global Positioning System (GPS) in rental cars.5.A doctor calling you back to see how you are feeling after a professionalvisit.6.On-time delivery.7.Courtesy and enthusiasm.8.Owner’s manuals and frequently asked questions online9.Showing the customer you care.10.Excellent follow-up.11.Empathy in handling complaints and questions.12.Well-explained instructions.13.Illustrations of encouragement.14.Suggesting a less expensive option.15.Package carry out.F.1.Excellent customer service requires:Why is excellent customer service so rare?a.Spending money.b.Taking action.2.Excellent customer service requires developing the skills to be successful.3.Organizations must assess their current levels of customer service.4.Policies may need to be updated.5.Employees must be empowered to make decisions to benefit customers.6.Technology can facilitate our ability to provide excellent customer service.7.Organizations must periodically measure customer satisfaction.G.The five needs that every customer has:

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1.2.Service.3.Price.4.Quality.5.Action.H.Appreciation.1.External and internal customers:External customers2.are the customers with whom we do business outsideour organization.Internal customersa.Our internal customers should be just as important to us as ourexternal customers.are the people with whom we work throughout ourorganization.b.By satisfying our internal customers, we are creating an excellentfoundation to begin meeting our external customers’ needs.I.Customer attributes1.:Customer attributes2.are customer characteristics that allow them to becategorized according to demographic, psychographic, or firmographicinformation.Demographic information3.: includes characteristics like age, income, maritalstatus, education, stage in the family life cycle, whether they own or renttheir home, sex, sip code, occupation, household size, mobility patternsethnic background, religion, etc.Psychographic information4.: focuses on lifestyle, mode of living, needs,motives, attitudes, reference groups, culture, social class, family influences,hobbies, political affiliation, etc.Firmographic informationJ.: includes characteristics about a company likehow many employees they have, the kind of business they are in, whetherthey are retail, wholesale, or a service provider, their hours of operation,etc.1.We lose theThe cost of losing a customer:current dollars2.We lose thethat our business relationship created.jobs3.We lose ourthat our client or clients provide.reputation4.We lose.future business.OPPORTUNITIES FOR CRITICAL THINKINGANSWERS1.What is the definition of customer service?Customer service is anything we do for the customer that enhances the customerexperience.2.List 5 examples of customer service.Five examples of customer service:1.Receipt lookup or “return by” date on store receipts.2.Calling the customer by name.3.Easy return policy.4.Updated maps of the area or Global Positioning System (GPS) in rental cars.5.A doctor calling you back to see how you are feeling after a professional

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