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고통의 낭비 없이 이루는 고객 만족 『너희들의 서비스 vs 우리들의 서비스』. 고객에 대한 직원들의 이해심을 충만하게 하려면 어떻게 해야 할까? 이 책은 판타지 같은 환상적 고객지상주의에서 벗어나 진정으로 직원, 고객, 기업이 모두 만족하는 서비스 방법론을 제시했다. 표면적인 응대 서비스 이면의 근본적인 사향에 대한 이야기와 더불어 진정한 서비스 마인드와 고객 심리에 대한 이야기 등을 살펴본다.

“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.

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