CONTENTS PREFACE xiii ACKNOWLEDGMENTS xv CHAPTER 1 CUSTOMER SERVICE SOLUTIONS:LEVERAGING CUSTOMER PSYCHOLOGY TO DESIGN SERVICE OPERATIONS 1 Implicit Outcomes Are Importantfor Your Customers 2 Types of Knowledge Needed forDelivering Implicit Outcomes 3 Parsing the Service Encounter 6 It Is All About YourCustomers' Perceptions 7 Factors That Shape YourCustomers' Perceptions 8 A Scientific Approach to DeliveringGreat Experiences 20 Beyond the Encounter:Memory Management 21 CHAPTER 2 DESIGNING EMOTIONALLYINTELLIGENT PROCESSES 23 Emotions 101 24 Services Differ in Their Emotional Content 29 Emotions and Emotional Intelligence 31 Factors That Drive Your Customers' Emotions 31 Tiered Approach for Shaping Emotions 36 Designing Emotional Themes 37 Creating Processes to Deliver theEmotional Theme 44 Blueprints for Tracking YourCustomers' Emotions 47 Segmenting Your Customers 52 Responding to Your Customers'Transaction History 54 A Limited Approach to Managing Emotions 55 Key Principles for Designingfor Optimal Emotional Impact 56 Conclusion 56 CHAPTER 3 ENGENDERING YOUR CUSTOMERS' TRUST 59 Market Mechanisms for ReducingRisk for Your Customer 61 Benefits of Trust 62 Components of Trust 63 Whom Does Your Customer Trust:The Firm or the Employee? 65 Moments That Influence Trust 67 Cues to TrustworthinessBefore the Encounter 69 Calculated Versus Blind Trust 72 Cues to TrustworthinessDuring the Encounter 73 Building Your Trust Fund 79 Key Principles forBuilding Trust 87 CHAPTER 4 SHAPING YOUR CUSTOMERS'PERCEPTIONS OF CONTROL 89 Control Matters 90 Components of Control: Behavioraland Cognitive Control 91 Moments That Influence Your Customers'Perception of Control 92 Battles for Control 93 Allocating Control to Your CustomerThrough Choice 96 Allocating Control to Your CustomerThrough Self-Service 99 Framework for Sharing Controlwith Your Customers 102 Enhancing Your Customers'Perceived Control 106 Devise Mistake-Proof Processes 111 Manage Server Behavior 112 Sway with Social Proofing 113 Conclusion 114 CHAPTER 5 SEQUENCING THE EXPERIENCE 117 The Sequence Impacts YourCustomers' Perceptions 118 Customers' Preferences for Separatingor Combining Events 125 Sequencing When There AreMultiple Encounters 126 Designing the Sequence 128 Sequence Theory Mattersfor Your Employees 133 Principles for Sequencing the Encounter 134 Self Quiz: DSL Help Desk 135 CHAPTER 6 TIME WARP: DURATION MANAGEMENT 139 Perception Is Everything When ItComes to Time 140 Temporal Distortions 141 Factors That InfluenceDuration Judgments 146 The Value of Time 147 Factors That Alter Your Customers'Valuation of Time 147 Pacing and Cultural Intelligence 149 Reducing Your Customers' PerceivedDuration of the Wait 150 Build Your Customers' Anticipationfor Positive Outcomes 162 Enhance Value-Added Activities 164 Conclusion 167 CHAPTER 7 ATTRIBUTION: ENSURING THAT YOUGET YOUR DUE 169 Subjective Perceptions 170 Do Your Customers Recognize a Successor a Failure? 172 How Your Customers May Discern the Cause 173 When Memory Plays Attribution Tricks 177 How Your Customers May AssignResponsibility 179 Feeling the Hurt 182 Channeling Your Customers' Attribution 184 Principles for Managing Attribution 191 CHAPTER 8 PUTTING THE CONCEPTS TO WORK 193 Identify the RelevantPsychological Factors 195 Develop Service ExperienceImprovement Projects 199 Project Examples 202 Think in Terms of Three Ts and Four Ps 206 ETCs for Employees 207 ENDNOTES 211 INDEX 217
Richard B. Chase is Director of the Center for Operations Management Research and Education at USC. He is widely published in both books and academic journals and is considered one of the top service "gurus" in the field. He is on the Editorial Advisory Board of the Journal of Operations Management, an Advisor to Production and Operations Management journal, and a Fellow of the Decision Sciences Institute.