Services Relationship Marketing/Module 2

Week 2/Module 2

Customer Service is a broad topic and can be applied in several ways in the classroom. When I teach Consumer Behavior I always start off by telling students they know a lot about the topic, and the same can be said in regards to customer service. A great way to start discussion in an online class is to ask "What is good/bad customer service" and have students share an example. They have all experienced it. After a few have shared, it is good to ask specifics about those instances. What specifically made them decide the good/bad distinction and what could be done to change that experience? Leading into service recovery is a great way to have students think about HOW their opinions are influenced and sometimes changed based on how things are handled when things do go wrong for those "bad" examples.

Lucas (2015) defined customer service as “the ability of knowledgeable, capable, and enthusiastic employees to deliver products and services to their internal and external customer in a manner that satisfies identified and unidentified needs and ultimately results in positive word-of-mouth publicity and return business” (p. 6).

Lucas, R. W. (2015). Customer service skills for success (6th ed.). New York, NY: McGraw-Hill.

TOPIC

Customer Service

Group Project start

Weekly Objective

Group Project: Overview of what it is, how it applies to the group project, and what future parts of the course will include. The project is a semester-long interaction with clients and development of a way to measure, monitor, and improve customer service for an organization. This may also include suggestions for loyalty programs or other improvement areas.

Learning Objectives: LO1, (some Lo4), LO5

Activity/Scaffolding

OER Text Chapter 4 "...Gets to know its consumers"

Group Project Module (Instructions, Format, Activity Table, and example)

Mystery Shop (Group Project) example from American Express

Video: “What is Customer Centricity”

Website: Dick’s Last Resort (Customer Service? example)

Activity/Deliverable

Complete review of the course and expectations

Reading assignments listed above

Group Self Selection (Deliverables will be sections submitted within the semester and the final project completion and presentation in Week 14)