Selling and Customer Focus - Personal Statement Example

In order for Studio Productions to improve the company’s well-being, it, therefore, needs to implement a customer service system that is first and foremost, customer focused. The goal of customer service is to “attract and keep customers who are satisfied, loyal and speak well of the company, but perhaps most importantly, to keep profitable customers” (Gustafsson, Ekdahl and Edvardsson 344). Hence, a customer service system must always ensure client satisfaction, and if possible, exceed client needs.

Second, it must also be effective in achieving the company’s goals. While a satisfied client-base is in itself an advantageous end, for Studio Productions to benefit from service developments, the system it adopts must go beyond the minimums of customer satisfaction and reap additional benefits for the company. From a service perspective, these should include improved cross-sell and up-sell rates, higher problem resolution, and higher customer satisfaction and re-purchase (Carlson Marketing Group 8).

It should also improve sales through higher lead-to-close ratios, increased margins, and repeat business (8). Third, given the drastic changes occurring in today’s business environment, a customer service system must also be flexible in its ability to embrace change and adapt accordingly. And finally, a good customer service system must also be cost-effective, such that it must provide saving efficiencies and revenue enhancements for the company, improving the bottom-line. In order for Studio Productions to improve the company’s well-being, it, therefore, needs to implement a customer service system that is first and foremost, customer focused.

The goal of customer service is to “attract and keep customers who are satisfied, loyal and speak well of the company, but perhaps most importantly, to keep profitable customers” (Gustafsson, Ekdahl and Edvardsson 344). Hence, a customer service system must always ensure client satisfaction, and if possible, exceed client needs. Second, it must also be effective in achieving the company’s goals. While a satisfied client-base is in itself an advantageous end, for Studio Productions to benefit from service developments, the system it adopts must go beyond the minimums of customer satisfaction and reap additional benefits for the company.

From a service perspective, these should include improved cross-sell and up-sell rates, higher problem resolution, and higher customer satisfaction and re-purchase (Carlson Marketing Group 8). It should also improve sales through higher lead-to-close ratios, increased margins, and repeat business (8). Third, given the drastic changes occurring in today’s business environment, a customer service system must also be flexible in its ability to embrace change and adapt accordingly. And finally, a good customer service system must also be cost-effective, such that it must provide saving efficiencies and revenue enhancements for the company, improving the bottom-line.

  For a customer service system to work, however, Studio Productions must conduct improvements in both internal and external customer service structures to improve client satisfaction and loyalty. Internally, this requires developing a “service culture” among all employees with a well-defined set of corporate values, a strong commitment to quality improvement, the ability to accept change, a strong sense of teamwork, and a clear understanding of their roles in improving customer relationships.