Blanche Ettinger - Opportunities in Customer Service Careers

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title	:	Opportunities in Customer Service Careers VGM Opportunities Series
author	:	Ettinger, Blanche.
publisher	:	NTC Contemporary
isbn10 | asin	:	0844281891
print isbn13	:	9780844281896
ebook isbn13	:	9780071403801
language	:	English
subject	Customer services--Vocational guidance.
publication date	:	1992
lcc	:	HF5415.5.E87 1992eb
ddc	:	658.8/12/023
subject	:	Customer services--Vocational guidance.

Page i VGM Opportunities Series Opportunities In Customer Service Careers Blanche Ettinger Foreword by William E. Waers Manager GE Answer Center VGM Career Horizons a division of NTC Publishing Group Lincolnwood, Illinois USA

Page ii Cover Photo Credits: Front cover: upper left, American Airlines; upper right and lower left, Marketing News; lower right, Lilian Vernon. Back cover: upper left and lower right, Marketing News; upper right, DeVry, Inc.; lower left, Manpower Temporary Services. Library of Congress Cataloging-in-Publication Data Ettinger, Blanche. Opportunities in customer service careers / Blanche Ettinger. p. cm. (VGM opportunities series) Includes bibliographical references. ISBN 0-8442-8189-1 ISBN 0-8442-8190-5 (pbk.) 1. Customer serviceVocational guidance. I. Title. II. Series. HF5415.5.E87 1992 658.8' 12'023dc2092-23 CIP Published by VGM Career Horizons, a division of NTC Publishing Group. 1992 by NTC Publishing Group, 4255 West Touhy Avenue, Lincolnwood (Chicago), Illinois 60646-1975 U.S.A. All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of NTC Publishing Group. Manufactured in the United States of America. 2 3 4 5 6 7 8 9 0 VP 9 8 7 6 5 4 3 2 1

Page iii About The Author Blanche Ettinger is a professor in the Department of Secretarial and Office Information Systems at Bronx Community College of The City University of New York and an adjunct professor in the Business Education Program at New York University. She formerly taught on the high school level; prior to that, she was secretary to the executive vice-president of Cohn Hall Marx Company. She received her B.A. and M.S. degrees from Hunter College of The City University of New York and an Ed.D. in business education from New York University, where she also took many courses in guidance and occupational information. Doctor Ettinger has earned a national reputation for her many contributions to the field of business education. Through the years, she has been very active in professional organizations. She is a past president of the Business Education Association of Metropolitan New York, The New York State Association of Two-Year Colleges, Office Technology/Secretarial Educators of SUNY, and Alpha Xi Chapter of Delta Pi Epsilon (honorary graduate business education society). She is also a member of the Business Teachers Association of New York State, The

Page iv National Business Education Association, International Society of Business Education, and Phi Delta Kappa. Dr. Ettinger was the 1982 recipient of the prestigious Delta Pi Epsilon National Research Award. Other honors bestowed on her include 1987 EBEA Educator-of-the-Year, 1987 Outstanding Member Award of The New York State Association of Two-Year Colleges, 1982 Paul S. Lomax Award (Alpha Chapter, New York University), 1979 Estelle L. Popham Award (Alpha Xi Chapter, Hunter College), and 1977 Certificate of Recognition (New York State Association of Two-Year Colleges). She is listed in Who's Who in the East, Foremost Women of the Twentieth Century, Who's Who in American Education, and Who's Who in the World. Among her recent publications (some with co-authors) are: Machine Transcription: Language Skills for Information Processing, Second Edition (1992), Opportunities in Secretarial Careers, Second Edition (1992), "Stretching Students' Language Skills: A Multi-Faceted Approach," (1991), "Basic Skills and Core Competencies" (1989), Keyboarding Proficiency Drillbook (1988), Time-It! Drillbook (1988), and Opportunities in Office Occupations, Fourth Edition (1988). In addition to authoring texts and articles, Dr. Ettinger is an educational consultant; conducts workshops; and is a guest speaker, moderator, and panelist at many institutions and at professional meetings throughout the nation.

Page v Foreward Today's customer environment is different from that of many years ago. Today, customers are more careful in their shopping, there is more interest in do-it-yourself repair, there are more working women, there is a rising quality expectation, and there is a desire for personal treatment. Exceeding customer expectations is one of the surest ways to guarantee success in business. Research shows that customers want and expect major corporations to furnish information and interaction quickly and conveniently. Many corporations are perceived as somewhat "faceless" by the customer. Excellent customer service can put a "face" on the corporation. What is customer service? It is everything that goes into meeting customers' needs, handling customer requests, surfacing and handling complaints, building their confidence and winning their loyalty. The benefits a corporation can expect include increased sales and market share, reduced service costs, reduced product return, improved productivity, and enhancement of the corporation's public image.

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