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Essay / Research Paper Abstract
A 4 page paper discussing the need for superlative service for customers, whether those customers are internal or external. The paper provides a discussion and a script for one external and one internal customer. Bibliography lists 4 sources.
Page Count:
4 pages (~225 words per page)
File: CC6_KSmktgIntCust.rtf
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Unformatted sample text from the term paper:
the past was, "The customer is always right." Many seemed to adopt the same position in applying Demings (1986) tactic of virtually placing the customer at the end of
the assembly line, in the position traditionally reserved for the quality inspector who would accept or reject the work of the line. To an extent, the saying presents the
organization as being one that will go to any end to please the customer, though there are times that position is counterproductive. Kjerulf (2006) writes about a customer of
Southwest Airlines who would write in with a complaint after every flight. One of her letters seemed to be difficult, so difficult it found its way to the desk
of then-CEO Herb Kelleher. "In sixty seconds, Kelleher wrote back and said, Dear Mrs. Crabapple, We will miss you. Love, Herb" (Kjerulf, 2006). Middle Ground
Every company has (or has had) a customer that could not be pleased in any manner. Most customer service matters are not so bleak, however, and
the organization needs to find a middle ground from which it can address the needs of both internal and external customers. Certainly external customers pay the bills in the
form of exchanging revenue for the firms product or service, but it is the internal customers that keep the external ones returning over time. Internal customers are as important
as external ones; Southwests Herb Kelleher built his company on the premise that they are of even greater importance than external customers who are more easily replaced.
Deming (1986) defined an effective middle ground in his 14 Points: * "Drive out fear, so that everyone may work effectively for the company. * "Break
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