출판사 서평
“서비스 마인드에 포함되어야 하는 요소들은 우리가 생각하는 것보다 훨씬 더 다양하며, 개중에는 친절과 봉사정신보다 더 중요한 것도 있다.”는 전제 하에 고통의 낭비 없이 이루는 고객 만족을 위해?서 최일선 현장 속에서, 고상한 이론과 이미지 중심의 서비스 이론에 회의를 느낀 사람들을 위한 새로운 관점의 CS 이야기.
이 책은 판타지 같은 환상적 고객지상주의에서 벗어나 진정으로 직원, 고객, 기업이 모두 만족하는 서비스 방법론을 제시하고 있다. 고객을 이론의 틀 안에 끼워 맞춰서는 곤란하고 환경과 동기를 빼놓고는 서비스에 대해 어떤 ...
“서비스 마인드에 포함되어야 하는 요소들은 우리가 생각하는 것보다 훨씬 더 다양하며, 개중에는 친절과 봉사정신보다 더 중요한 것도 있다.”는 전제 하에 고통의 낭비 없이 이루는 고객 만족을 위해서 최일선 현장 속에서, 고상한 이론과 이미지 중심의 서비스 이론에 회의를 느낀 사람들을 위한 새로운 관점의 CS 이야기.
이 책은 판타지 같은 환상적 고객지상주의에서 벗어나 진정으로 직원, 고객, 기업이 모두 만족하는 서비스 방법론을 제시하고 있다. 고객을 이론의 틀 안에 끼워 맞춰서는 곤란하고 환경과 동기를 빼놓고는 서비스에 대해 어떤 얘기도 할 수 없다고 저자는 말한다. 또한 서비스란 바로 존중이기 때문에 단순 명령문으로 마인드는 바뀌지 않으며 직원을 존중하지 않고는 그 어떤 서비스도 나올 수가 없다고 한다.
고객에 대한 직원들의 이해심을 충만하게 만들어 주려면 어떻게 해야 할까를 심도 있게 파헤친 역작이다.

목차
머리말 -이 책의 장점 ················································································ 4
제1장 서비스 향상을 가로막는 내부의 적 (敵) ······································· 13
이야기를 하기에 앞서 ··········································································· 14
응대 서비스는 작은 일부에 불과하다 ··············································· 18
직원은 고객 만족의 도구가 아니다 ····················································· 24
직원의 자질은 유동적인 것 ·································································· 30
열악한 감정노동 환경이 서비스 최대의 적 ······································· 34
감정노동 환경 개선을 위하여 ······························································ 40
직원의 고통이 바로 고객의 고통 -직원의 감정자원에 대하여 ········ 43
고객과 직원을 제대로 바라보지 못하는 조직 ···································· 48
고객의 목소리는 어떻게 왜곡되는가? ··············································· 54
VOC 채집 방법 ····················································································· 59
VOC를 채집하면서 나타나는 딜레마 ·················································· 64
고객 불만 요소 정확히 없애기 고객 만족 요소 정확히 만들기 ······ 68
제2장 직원들을 서비스에 헌신시키는 방법 ············································ 73
불친절은 왜 발생하나? ········································································· 74
친절해야만 하는 이유를 몇 개나 가지고 있는가? ···························· 84
서비스 동기부여 ····················································································· 89
따뜻하고 영리한 방법 ··········································································· 96
서비스 보상의 기본 원칙 ································································· 101
서비스 직원들에 대한 올바른 코칭 ··················································· 110
고충 해결을 통한 의욕 상승 도모 ···················································· 131
제3장 한심한 CS 교육에 가려져 있던 더 중요한 서비스 마인드 ···· 139
훈련보다 더 중요한 것 ······································································· 140
진짜 중요한 서비스 요소는 무엇인가? ············································· 144
고객을 이해하라는 말만 하지 말자 ··················································· 152
어설프게 진정성을 강요하는 것보다 ················································· 156
고객을 이해하기 위해 필요한 또 다른 이해 ··································· 163
고객에게 절대로 하지 말아야 할 행위 1 ········································· 169
고객에게 절대로 하지 말아야 할 행위 2 ········································· 175
유의사항에 기반을 둔 몇 가지 응대법 ············································· 180
불만고객에 대한 서비스의 기본 ························································ 186
블랙 컨슈머 대처법 ············································································· 194
제4장 약간의 여담 ··················································································· 205
기여도는 어느 정도 적절히 평가되고 있는가? ································ 206
잘못된 추종 그리고 스트레스 ···························································· 209
맺음말 ········································································································ 213