너희들의 서비스 VS 우리들의 서비스(에세이 작가 총서 335)

"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

최찬훈 저자 최찬훈은 1981년생 서울 출생. 한 사람의 고객으로서, 한 사람의 서비스 종사자로서, 그리고 한 사람의 관찰자로서, 가장 앞선 현장에서 느껴왔던 서비스에 대한 새로운 관점의 이야기를 담으려고 했다. 가르침을 통한 강요보다 자발적인 움직임을 이끌어 내는 기업 내 동기부여에 많은 관심을 가지고 있으며, 추후 그와 관련된 집필을 지속적으로 해나갈 계획에 있다.