All about 고객서비스실무
정옥경,지현정
- 책소개 -
본서는 향후 사회에 첫발을 내딛어 서비스 현장에 근무하게 될 사회 초년생들을 위해 함양해야 할 서비스이론과 실무 그리고 다양한 서비스 사례들을 담고있다. 총 13
장으로 구성되었으며 1장에서 5장까지는 서비스 현장에서 적용할 수 있는 서비스 이론과 실무 그리고 사례들을 담았고, 6장에서 13장까지는 서비스인의 긍정적인이 미지를 위한 매너와 이미지 메이킹에 대한 내용으로 구성하였다.
- 목차 -
Chapter 01 고객서비스의 이해 ······························································································12
1 서비스 경제의 도래 ··························································· 12
2 서비스의 의미 ································································ 13
3 경쟁력은 서비스이다! ························································· 14
4 서비스의 특성 ································································ 15
5 서비스 특성에 따른 문제점과 대응전략·········································· 23
6 고객만족서비스······························································· 23
Chapter 02 고객접점서비스 ··································································································30
1 고객접점서비스 MOT(Moments Of Truth)의 개념······························· 30
2 고객점점서비스의 중요성······················································ 32
3 고객접점 사이클(service cycle) ················································ 33
4 고객접점(MOT)의 요소························································ 34
5 고객접점(MOT)의 유형························································ 35
6 서비스 기업의 고객접점 설계 과정 ·············································· 36
7 서비스 기업의 고객접점 평가··················································· 37
8 서비스품질의 측정 ···························································· 40
Chapter 03 서비스 실패와 서비스 회복 ··················································································48
1 서비스 실패(Service Failure) ·················································· 48
2 불만고객의 의미 ······························································ 49
3 불만고객발생 원인 ···························································· 51
4 서비스 회복(Service Recovery)전략············································ 52
5 불만고객응대 프로세스························································ 53
6 불만고객 응대 기법 ··························································· 55
Chapter 04 DISC 고객유형별 응대 ························································································64
1 DISC의 개념 ································································· 65
2 DISC 행동유형 별 일반적인 특징 ··············································· 67
3 DISC 행동유형 별 커뮤니케이션 스타일과 고객응대 화법·························· 68
4 DISC 유형별 스트레스 상황과 해소법 ··········································· 71
Chapter 05 서비스 커뮤니케이션···························································································78
1 커뮤니케이션(communication)의 의미 ········································· 78
2 커뮤니케이션의 구성요소······················································ 79
3 서비스커뮤니케이션의 4가지 요소·············································· 80
4 고객응대 화법 ································································ 81
Chapter 06 이미지와 이미지메이킹의 이해 ············································································92
1 21세기 경쟁력 ‘이미지’ ······················································· 92
2 이미지의 정의 ································································ 93
3 이미지메이킹의 개념 ·························································· 95
4 이미지메이킹에 대한 오해와 진실 ·············································· 96
5 이미지메이킹의 중요성························································ 97
6 이미지와 관련한 여러 가지 효과들 ·············································· 97
Chapter 07 서비스인의 첫인상 관리·····················································································108
1 첫인상과 표정 ·······························································108
2 표정의 중요성 ·······························································111
3 첫인상을 개선할 수 있는 스마일트레이닝 방법 ··································113
Chapter 08 퍼스널 컬러 ······································································································120
1 퍼스널 컬러의 역사 ··························································120
2 퍼스널 컬러란? ······························································121
3 퍼스널 컬러의 계절별 특징····················································121
4 퍼스널 컬러의 여러 가지 효과들 ···············································125
5 퍼스널 컬러의 활용 ··························································126
6 퍼스널컬러 진단 ····························································129
Chapter 09 매너와 에티켓 커뮤니케이션 I············································································132
1 에티켓······································································132
2 매너········································································133
3 예의범절····································································134
4 직장인의 매너 ·······························································135
Chapter 10 매너와 에티켓 커뮤니케이션 II ··········································································140
1 인사 매너 ···································································140
2 소개 매너 ···································································145
3 악수 매너 ···································································147
4 명함 매너 ···································································149
5 안내 매너 ···································································152
6 조문 매너 ···································································155
Chapter 11 서비스인의 용모와 복장·····················································································160
1 용모와 복장 ·································································161
2 용모와 복장의 중요성 ························································161
3 서비스인의 용모와 복장 포인트················································162
4 남성의 기본 복장 ····························································163
5 여성의 기본 복장 ····························································169
Chapter 12 글로벌 매너 ······································································································174
1 글로벌 경쟁력의 힘, 글로벌 매너 ··············································174
2 글로벌 인사매너 ·····························································176
3 글로벌 식사매너 ·····························································177
4 각국의 선물매너 ·····························································185
Chapter 13 와인 에티켓 ······································································································192
1 와인의 역사 ·································································192
2 와인의 분류 ·································································194
3 와인 매너 ···································································198
4 기타 와인 용어 ······························································201
▦ 참고문헌·······················································································································204
- 저자소개 -
정옥경
[학력]
고려대학교 경영학 박사수료(마케팅 전공)
고려대학교 경영학 석사
[주요경력]
서비스마케팅학회 사무국장
고려대학교 Digital Marketing Lab 연구원
고려대학교 세종경영연구소 연구원
영진전문대학교 스마트경영 계열 외래교수
대경대학교 온라인마케팅과/자동차딜러과 외래 및 겸임교수
대구과학대 의무행정과 외래교수 외 다수 대학 강의
대구시설관리공단 CS자문위원
치과의원 경영총괄실장
[연구실적]
국내외 학술지 ‘서비스마케팅 연구’ 다수 발표 및 등재
지현정
[학력]
부경대학교 박사과정(관광경영학 전공)
경희대학교 석사(관광학)
[주요경력]
영진전문대학 전임교수
동의과학대학 외래교수
KTX 1기 승무원
코레일관광개발 KTX 승무본부 지사장
[연구실적]
국내 학술지 ‘서비스마케팅 연구’ 다수 등재
| 도서명 | 상세설명페이지 참고 |
|---|---|
| 저자 | 상세설명페이지 참고 |
| 출판사 | 상세설명페이지 참고 |
| 크기 | 상세설명페이지 참고 |
| 쪽수 | 상세설명페이지 참고 |
| 제품구성 | 상세설명페이지 참고 |
| 출간일 | 상세설명페이지 참고 |
| 목차 또는 책소개 | 상세설명페이지 참고 |
| 재화 등의 배송방법에 관한 정보 | 상품 상세설명페이지 참고 |
|---|---|
| 주문 이후 예상되는 배송기간 | 상품 상세설명페이지 참고 |
| 제품하자가 아닌 소비자의 단순변심, 착오구매에 따른 청약철회 시 소비자가 부담하는 반품비용 등에 관한 정보 | 배송ㆍ교환ㆍ반품 상세설명페이지 참고 |
| 제품하자가 아닌 소비자의 단순변심, 착오구매에 따른 청약철회가 불가능한 경우 그 구체적 사유와 근거 | 배송ㆍ교환ㆍ반품 상세설명페이지 참고 |
| 재화등의 교환ㆍ반품ㆍ보증 조건 및 품질보증 기준 | 소비자분쟁해결기준(공정거래위원회 고시) 및 관계법령에 따릅니다. |
| 재화등의 A/S 관련 전화번호 | 상품 상세설명페이지 참고 |
| 대금을 환불받기 위한 방법과 환불이 지연될 경우 지연에 따른 배상금을 지급받을 수 있다는 사실 및 배상금 지급의 구체적 조건 및 절차 | 배송ㆍ교환ㆍ반품 상세설명페이지 참고 |
| 소비자피해보상의 처리, 재화등에 대한 불만처리 및 소비자와 사업자 사이의 분쟁처리에 관한 사항 | 소비자분쟁해결기준(공정거래위원회 고시) 및 관계법령에 따릅니다. |
| 거래에 관한 약관의 내용 또는 확인할 수 있는 방법 | 상품 상세설명페이지 및 페이지 하단의 이용약관 링크를 통해 확인할 수 있습니다. |
- 단순 변심인 경우 : 상품 수령 후 7일 이내 신청
- 상품 불량/오배송인 경우 : 상품 수령 후 3개월 이내, 혹은 그 사실을 알게 된 이후 30일 이내 반품 신청 가능
| 반품사유 | 반품 배송비 부담자 |
|---|---|
| 단순변심 | 고객 부담이며, 최초 배송비를 포함해 왕복 배송비가 발생합니다. 또한, 도서/산간지역이거나 설치 상품을 반품하는 경우에는 배송비가 추가될 수 있습니다. |
| 고객 부담이 아닙니다. |
| 진행 상태 | 결제완료 | 상품준비중 | 배송지시/배송중/배송완료 |
|---|---|---|---|
| 어떤 상태 | 주문 내역 확인 전 | 상품 발송 준비 중 | 상품이 택배사로 이미 발송 됨 |
| 환불 | 즉시환불 | 구매취소 의사전달 → 발송중지 → 환불 | 반품회수 → 반품상품 확인 → 환불 |
- 결제완료 또는 배송상품은 1:1 문의에 취소신청해 주셔야 합니다.
- 특정 상품의 경우 취소 수수료가 부과될 수 있습니다.
| 결제수단 | 환불시점 | 환불방법 |
|---|---|---|
| 신용카드 | 취소완료 후, 3~5일 내 카드사 승인취소(영업일 기준) | 신용카드 승인취소 |
| 계좌이체 |
실시간 계좌이체 또는 무통장입금 취소완료 후, 입력하신 환불계좌로 1~2일 내 환불금액 입금(영업일 기준) |
계좌입금 |
| 휴대폰 결제 |
당일 구매내역 취소시 취소 완료 후, 6시간 이내 승인취소 전월 구매내역 취소시 취소 완료 후, 1~2일 내 환불계좌로 입금(영업일 기준) |
당일취소 : 휴대폰 결제 승인취소 익월취소 : 계좌입금 |
| 포인트 | 취소 완료 후, 당일 포인트 적립 | 환불 포인트 적립 |
- 단순변심으로 인한 반품 시, 배송 완료 후 7일이 지나면 취소/반품 신청이 접수되지 않습니다.
- 주문/제작 상품의 경우, 상품의 제작이 이미 진행된 경우에는 취소가 불가합니다.
- 구성품을 분실하였거나 취급 부주의로 인한 파손/고장/오염된 경우에는 취소/반품이 제한됩니다.
- 제조사의 사정 (신모델 출시 등) 및 부품 가격변동 등에 의해 가격이 변동될 수 있으며, 이로 인한 반품 및 가격보상은 불가합니다.
- 뷰티 상품 이용 시 트러블(알러지, 붉은 반점, 가려움, 따가움)이 발생하는 경우 진료 확인서 및 소견서 등을 증빙하면 환불이 가능하지만 이 경우, 제반 비용은 고객님께서 부담하셔야 합니다.
- 각 상품별로 아래와 같은 사유로 취소/반품이 제한 될 수 있습니다.
| 상품군 | 취소/반품 불가사유 |
|---|---|
| 의류/잡화/수입명품 | 상품의 택(TAG) 제거/라벨 및 상품 훼손으로 상품의 가치가 현저히 감소된 경우 |
| 계절상품/식품/화장품 | 고객님의 사용, 시간경과, 일부 소비에 의하여 상품의 가치가 현저히 감소한 경우 |
| 가전/설치상품 | 전자제품 특성 상, 정품 스티커가 제거되었거나 설치 또는 사용 이후에 단순변심인 경우, 액정화면이 부착된 상품의 전원을 켠 경우 (상품불량으로 인한 교환/반품은 AS센터의 불량 판정을 받아야 합니다.) |
| 자동차용품 | 상품을 개봉하여 장착한 이후 단순변심의 경우 |
| CD/DVD/GAME/BOOK등 | 복제가 가능한 상품의 포장 등을 훼손한 경우 |
| 상품의 시리얼 넘버 유출로 내장된 소프트웨어의 가치가 감소한 경우 | |
| 노트북, 테스크탑 PC 등 | 홀로그램 등을 분리, 분실, 훼손하여 상품의 가치가 현저히 감소하여 재판매가 불가할 경우 |
