Customer Service Excellence.
In the global economy, various forms of developments are taking place at an accelerating pace and there has been a drastic change in the balance between the company and its customers…
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Now-a-days, the customers have a huge variety of choices for each product and the organisations have to develop specific strategies that can help them in creating a distinctive image in the market and capture the attention of its targeted customers. In order to get the customer’s attention, almost every organisation is focusing on enhancing the customer experience by developing an effective customer service excellence strategy (Khan and Matlay, 2009). With dynamic changes happening in the customer needs, the organisations have to respond proactively so that they can maintain their competitive edge in the market; the companies have to be customer-centric as the technological advancements are allowing them to lower their cost of information exchange and solve customer problems effectively (Hilgers, 2007). Such advancements in the field of business require the companies to do re-evaluation of their value propositions and focus more on developing the products and services that will enhance a customer’s experience. ...
Whether an organisation is offering a product or service, it is important for them to focus on providing excellent and out of the box customer service. In order to create demand in the market for their products and services, most of the organisations are now developing new and innovative offerings for services and their main aim is to provide the revenue producing solutions. One of the distinctive features of top ranked companies such as Singapore Airlines, Dell, Nokia, Microsoft, Wal-Mart, Sony Corporation, Samsung, Apple and others is an appealing and differentiating service culture (Conklin, Powaga & Lipovetsky, 2004). Every customer is looking for the products and service offerings that will help them in having one to one interaction with the companies and ensure that they have the best buying and consumption experience. Importance of Customer Service Excellence According to Cook (2008), business models are an important aspect of every organisation and they determine four crucial elements that enhance performance and profitability of organisations i.e. choices of customers, costs of transactions, competition among companies and existence of heterogeneity among producers (companies) and customers. The customer service excellence is basically considered to be a challenge by organisations as they have to understand the customer’s perceptions about service excellence and then develop a culture that will meet their expectations level. The development of an effective customer service culture is difficult for organisations as every customer perceives differently about various service initiatives; for instance, helping customers in shopping is considered to be a
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Organizational culture is a notion in the field of organizational studies as well as management which defines the psychology, approaches, experiences, views and values (cultural as well as personal) which are dominant in an organization. It has been described as ‘the precise collection of principles and norms that are mutual amongst people and groups in an association and that regulate the way they network with each other and with stakeholders outside the business’ (Hill & Jones, 2001).
In fact customer service is being looked at as an opportunity to gain competitive advantage. Organizations try to use customer service as their unique selling point. In their effort they try to deliver service beyond the expectations of the customer thereby leading to excellence in customer service.
According to the paper the concept of marketing has evolved over time and customer is given the highest priority by any business organisation in the modern era. A company which is market oriented keeps the customers at the central position and all its business activities revolve around the customers. It tries to align its marketing strategy.
The effects of poor customer service in reducing the elements of consumer trust would be dealt in the paper relating to companies like Google, Starbucks and the Royal Bank of Scotland. Cases would be presented such that where emergence of problem, wrong business decision and lack of transparency has countered a low customer servicing problem for the companies leading to loss of potential trust among the consumers.
Due to globalization, the marketplace today has expanded considerably, transcending beyond geographical boundaries and in various service oriented spheres such as education. In such a highly competitive environment, retaining customers is of supreme significance.
A Crisis of Trust: Importance of Customer Service Excellence in Establishing Trust Part One The customers are considered as the lifeblood of the business industry; therefore, it is important for business organisations to gain their trust and loyalty. In line with this, they employ customer service excellence in order to get and maintain a good rapport with their customers.
Customer services have to be embedded in the vision of a business, with all strategies developed towards satisfying the needs of a customer at the lowest cost possible. Efficient and effective customer service leads to operational excellence. Customer Service and Operational Excellence 1.0 Introduction The vision of a business has to connect with the needs of customers, must have value, has to be clear regarding the future of the business and portray passion in the business.
The target customer base is the college and university students (Disabledgo, 2013a). It is regarded as one of the main restaurants in the Dockland campus and its high food quality sets it apart from the other restaurants like Cafe on the Green and The Buzz Bar at the Duncan House Refractory.
The conclusion from this study states that the experience changed the perceptions of the customers and made it imperative for them to compare prices of commodities before purchase and follow up after purchase to ensure that their needs are fulfilled and they obtain maximum satisfaction from the products.