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Customer Service Excellence - Essay Example

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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…
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Customer Service Excellence
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Download file to see previous pages Further theoretical insights would be rendered in terms of understanding potential service strategies that needs to be developed or followed in by organisations to gain an enhanced space in the target market for its products and services. The Case of Google The level of consumer trust for the online services rendered by Google in terms of operating as an effective search engine and faster networking site has countered problems owing to the failure of the company to sustain the parameter of privacy. Google is found to have entered with a contract with another online advertising firm DoubleClick thereby servicing the same with encrypted information relating to the Internet Protocol or IP Addresses of the users through their clicking on the search engine to retrieve results. This activity of the concern is taken as a breach of trust for the user base spread around the world in that the company failed to inform the same about the reason for their merger with DoubleClick. Moreover the organisation looking after elements concerning electronic privacy also mentioned about the same as a case of deception in trade practices for the online company. This case strongly reflects in how the deceptive practices of Google in terms of its merging with the online advertising company happens to potentially disturb the privacy of users in terms of conducting online surfing. Thus the level of trust for Google actively declines in the online user sphere (Pasquale, 2010, p.405). The Case of Starbucks The case of Starbucks also reflects a reduction in the level of consumer satisfaction and trust in savouring coffee preparations from its different outlets owing to reduction of focus on customer servicing standards. Starbucks is found to focus on moving over to an opening spree where it focuses on opening a large number of different outlets spread along a small region. These large number of outlets created in a closed network tends to increase the level of competition between the different outlets thereby cannibalising its own sales and consumer force. Moreover the company is also found to focus on diversifying into sales of compact discs such that the initial focus of the company on developing its coffee brand goes for a toss. Thus other small coffee brands operating in the same sector are found to gain the lead over Starbucks to help gain over cultivating a larger market share. It is also found that the brand identity of Starbucks in the coffee market is easily copied over by other firms like McDonald’s and similarly by Dunkin Donuts in terms of enhancing their product and service portfolio. This fact adds to the problem of the company in failing to sustain the consumer trust and loyalty (Smale, 2008). The Case of Royal Bank of Scotland (RBS) The case of Royal Bank of Scotland reflects that how the banking corporation happened to strike on a low customer servicing event owing to the emergence of a software problem. The software of the bank was held for up gradation matters that in turn created a problem for the bank executives in servicing the needs of its customers pertaining to banking transactions. The ...Download file to see next pages Read More
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