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Barbara A. Gutek, Theresa Welsh, ""

How can service providers survive and prosper in the increasingly impersonal information age? How can businesses "personalize" their services in the anonymous world of e-commerce and automated service contacts?

Discover how in this book designed to help businesses navigate the changing customer service landscape. THE BRAVE NEW SERVICE STRATEGY explores the nature of customer service, looking at its dramatic transformation from the traditional "seller-buyer" relationship to what the authors call the "pseudo-relationships"of today. Then it explains how such relationships can benefit both parties; why some businesses fail in the service arena; and, most importantly, how readers can start, structure, and build their own business in such a way that excellent service is guaranteed.

Summary: Insightful and Useful

Rating: 5

With the Industrial Revolution, and the current changes happening with the advent of the Information Age, the interactions between companies and customers has become progressively less personal. Today, customers do not have a long-standing relationship with the people they purchase goods and services from. Instead of relationships, customers now have "encounters" with businesses and services. Many companies, however, still say that they are trying to build relationships with customers. This, say the authors, is a flawed strategy. Customers know the difference between a relationship and an encounter, and they are not fooled by the organizations attempts to convince them that they are in a relationship.

It is possible to build customer loyalty, without pretending that there is a relationship between customers and the organization, say the authors. The better strategy, is to build on the strengths of encounters (speed, convenience, low-cost service, familiarity and uniformity) rather than attempting to build a pseudo-relationship that the customer will know is inauthentic. The goal is to create "enhanced encounters" not "pseudo-relationships."

Enhanced encounters emphasize five essential qualities:

1. Trust: In enhanced encounters trust is built by repeated positive service.

2. Convenience: The service should be available for the maximum number of hours with the minimum amount of waiting.

3. Customized, not Personalized: As many choices as possible should be open to the customer, without impeding efficiency of service.

4. Uniform but Unique: Whenever possible, the encounter should establish a theme with wide appeal to customers.

5. Quality: Emphasize quality whenever possible.

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