Customer Satisfaction on Company Growth - Research Paper Example

? How a satisfied help a company grow of company Harriet Weintraub Fashions is a full service consultation partnership firm that deals with image and communication matters. It is located in the heart of New York. The primary value of this company is customer satisfaction in service delivery. Harriet Weintraub Fashions boasts of over thirty employees employed on various fields and areas in the company. Harriet Weintraub Fashions has a mandate to assist companies, organizations and both big and small business firms to portray the best image to their clientele. The company also aims at helping these organizations develop effective communication strategies whose focus is customer based, employee related, investors, stakeholders, partners, and media relations focused. Harriet Weintraub Fashions has been tested and proved successful in its line of business. We encourage person to person or a group of people’s communications consulting. We not only deal with companies and corporations but with individuals as well. Broadways also has a plan of opening other branches in other states as part of its expansion plan. Description of Marketed services The services offered by Harriet Weintraub Fashions are among others, trainings on communications. Proper communication is the bottom-line of any relationship. In this competitive world of business, companies and firms are struggling for the same client base. It is the case of putting the best foot forward, which Harriet Weintraub Fashions clearly explains. We also conduct management training. We train the top brass of any company on how to relate with each other and with other members of staff. Productivity comes about only when people work together for a common goal. Training of new employees is also done by us. Furthermore, we take our clients through sessions of image consultancy. Such sessions include how to make presentations, going for deals, meeting new clients etc. Identification of the target market We have a rather broad market as already highlighted. However, we majorly target companies who deal directly with the consumers. We all know from the chain of trade, that there are those organizations that interact directly with the client for instance, the fashion industry. We take it upon us to address key issues that pertain to such matters since such companies compete on customer experience. Description of service quality metrics There exists no single metric by which the service of an organization to its customers should be pegged (Morris, 2012). All metrics work together for the achievement of the organization’s success. The following metrics as adopted by Harriet Weintraub Fashions look to span the benchmarks of operations, finances and quality respectively. They include; Timely service delivery. At Broadways Limited, we try to make sure that our services are delivered to the prospective customers within the same day. Our promptness makes them respect us and appreciate us more. Moreover, we try to clock a deal with a new client at the first impression. This is important to us especially given the industry we are in. We do this by identifying which issues need to be considered at whatever time and thus enable us establish the proper escalation rates. Moreover, as an operational metrics, we try to gauge the rate of customer response and resolution. We also monitor the rate at which our employees handle customer matters and determine whether more team training or individual coaching is required. We do this by evaluating the average time it takes for a member of staff to effectively communicate to the client at hand. We also take caution to ensure that the abandonment rates are as minimal as possible. This is especially when there are a lot of clients. Financially, as an organization, we take into account all the revenues accumulated and expended being careful not to run into losses. We also calculate the importance of training versus productivity. This is because we know that it is directly proportional to customer satisfaction. Our evaluation is also based on the number of cases resolved per session. It is without a doubt that the quality of our services keeps our clients coming back. We can confidently say so because of the several surveys we conduct at intervals. For instance, our semiannual relationship survey shows us where we need to improve to get our customers satisfied. In addition, we have a team of three that studies improvements we need to make to maintain our loyalty to our customers. Moreover, we endeavor to find out from the customers what services they want us to add in order to serve them better. Most importantly, we find out using questionnaires, the mode and efficiency of service delivery after the service. This is aimed at evaluating the service skills and technical knowledge of employees. Identification of a service Improvement opportunity McMahon et al, says that a motivated team of employees serves well to improve delivery. It is upon the employer to have the employees fully participate in customer satisfaction. This is because it is only when they own the craft can they be motivated to outperform their targets. They should know the need for keeping the clients happy, how to do it and get encouragement from their employer to do their best. At Broadways Limited, we realize that we are fast gaining ground. From our recent surveys however, most of our clients are complaining of lesser time allocation. This calls for improvement and quick action. Recommended approach Customer satisfaction is the key to the success of any organization. We have decided to take seriously the complaints lodged. This positive outlook will help us resolve the complaints fast and effectively. Listening is an asset. As a communications and image consultancy firm, we will adopt the approach of listening to clients first. We know that this takes time but it is worth it. We have also decided to commend good work done through motivational approaches such as reward and criticizing poor service delivery. Furthermore, we have decided to have open meetings with all members of staff where people are free to give their inputs. Here, the staff members are also encouraged. Improvement tools to be utilized It is said that happy staff translate to happy customers. We will develop a team building approach to encourage unity among the staff members. Moreover, creating a comfortable environment for work is imperative. This can be done through availing all the necessities required by the staff for their comfortable operation for example availing a coffee pot, improving technology among others. The service industry is notorious for meager pay. We have decided to embrace an increase in pay as it motivates the workers. We will also adopt the open door policy to ensure employee feedback. Serious and consistent research will also help us keep abreast with what needs to be done. Desired results Quality is conforming to customer recommendations (Berry et al, 1994). Harriet Weintraub Fashions desires an increase in new customers, retaining and obtaining more business from the existing clients, losing a decreased number of clients, being shielded from competition arising from pricing and less mistakes. Satisfaction of this results in excellence. Data from other companies The management of the Marriott Hotel in Chicago realized that they needed to make an investment in irons and ironing boards after 66% of the calls they received indicated so. This came after 15 years and they were able to offer tangible solutions to their clientele. Another example is De Mar, a plumbing and air conditioning company in California. Their profits grew tremendously in a period of 6 years after responding to their clients’ needs from about two hundred dollars to over three point three million dollars. Conclusion Listening, reliability, being able to provide the basic service as promised, how you design your service, ability to make a comeback after a mistake, being able to do the unusual for your client, being fair and teamwork are key to customer acquisition and retention. The success or failure of a business therefore heavily relies of the level of satisfaction that the customers are able to receive from it. Reference 1. Berry, L., Parasuraman, A., and Zeithaml, V., (1994). Improving service quality in America: Lessons learned. Academy of Management Executives, Vol.8, No.2. 2. Crosby (2012). Daily Fashion report. www.prcouture.com/2011/07/15/daily-fashion-report-anounces-top-ten-new-york-fashion-pr-firms/ 3. Fraterman, E. Essential service quality improvement considerations 4. McMahon, M., Wong, N., Krytsle, C., et al. How to improve service quality at your business http://www.wikihow.com/Improve-Service-Quality-at-Your-Business 5. Morris, T., (2012). 15 Customer service metrics to measure http://www.parature.com/15-customer-service-metrics-measure Read More