LESSON 1: Contextualization
Objectives:
- Understand the importance of communication in the coffee shop environment.
- Explore the concepts of verbal, non-verbal, and para-verbal communication.
Content:
- The role of communication in customer service: Why effective communication is essential for providing a positive customer experience.
Types of communication:
- Verbal: Using clear, polite, and professional language.
- Non-verbal: The importance of body language, smiling, eye contact, and posture.
- Para-verbal: Tone of voice, speech pace, and intonation.
Active listening:
Techniques for listening attentively to understand customer needs beyond just hearing their words.
LESSON 2: Effective communication
Overview:
Effective communication plays a crucial role in understanding customer preferences, addressing concerns promptly, and building lasting relationships. It ultimately drives sales and creates a positive reputation for your barista business in a competitive market. This module emphasizes key communication skills that enhance customer satisfaction, ensure loyalty, and foster a welcoming environment, all of which are fundamental in achieving long-term success in the coffee shop business
References:
Maxham, J. G., & Netemeyer, R. G. (2002). "A longitudinal study of complaining customers' evaluations of multiple service failures and recovery efforts." Journal of Service Research, 4(2), 115-130.
Goleman, D. (1995). Emotional Intelligence: Why It Can Matter More Than IQ. Bantam Books.
Blanchard, K., & Bowles, S. (2003). Gung Ho! Turn On the People in Your Organization. Penguin Books.
Brown, T. J., & Peterson, R. A. (1993). "Antecedents and consequences of customer satisfaction: A meta-analytic approach." Psychological Bulletin, 114(1), 72-89.
Schmidt, J. B., & Hollensen, S. (2006). Marketing Research: Methodological Foundations. Pearson Education
Lemon, K. N., & Verhoef, P. C. (2016). "Understanding customer experience throughout the customer journey." Journal of Marketing, 80(6), 69-96.
- This article explores how customer experience is shaped during various interactions with a business, highlighting its importance in customer service.
Shah, D. (2017). "Delivering Customer Experience: The Key to Loyalty in the Restaurant Sector." Cornell Hospitality Report, 17(1), 6-18.
- This report discusses how effective customer service and experience in the restaurant sector, including coffee shops, can lead to increased customer loyalty.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
- This comprehensive marketing textbook addresses the components of successful customer service, communication strategies, and creating positive customer interactions.
Johnston, R., & Michel, S. (2008). "Overcoming barriers to customer service excellence: A longitudinal research study." Journal of Service Management, 19(4), 489-507.
- This study highlights the challenges in maintaining high customer service standards and offers insights into effective service management.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2017). Services Marketing: Integrating Customer Focus Across the Firm (7th ed.). McGraw-Hill.
This book delves into the principles of service marketing, including customer service strategies and the impact of service quality on customer satisfaction.
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