The purpose of this book is to provide a comprehensive theoretical framework as well as practical strategies—not just for survival but for a true search for excellence in the uncertain and ever-changing world of customer service management.  The theoretical framework is based on the notion that customer service contains three key variables: a promise, a process, and people. After going through the step-by-step process of service management, the reader will have the necessary understanding and skill to choose the right strategy for the right circumstances, to design service processes, to identify the means and methods to implement these processes, and to measure the outcome.  

Formulating Strategic Promises

Formulating strategic promises

A strategy is not just a notion of how to deal with an enemy or a set of competitors or a market, as it is treated in so much of the literature and in its popular usage. It also draws us into some of the most fundamental issues about organizations as instruments for collective perception and action.

—Mintzberg and Quinn213

Objectives

After completing this chapter, you should be able to

  • Understand the need for specific service strategies
  • Recognize different approaches to strategizing
  • Appreciate the historical context of strategic formulation
  • Identify the link between service leadership and organizational culture

Service Organizations Need Unique Strategies

A company cannot begin to even think about becoming a leader in delivering impeccable customer service without having a solid strategy ...

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