Correct Poor Customer Service, Essay Example

Introduction

Customer service satisfaction can determine if a company fails or succeeds. Customer satisfaction is the main determinant of whether a customer will return in the future or recommend the company’s services to others. For years, companies believed that prices were the leading force for returning clients, but current research has found that overall poor customer service is the number one reason why female customers do not return to companies they had a poor experience with (Babakus & Yavas, 2008). There are several factors that must be taken into account by companies that are attempting to improve customer service. First, the type of employees that work for a company must be evaluated. Next, the type of customer the company services is very important. Third, the location of the business determines a lot about the clientele. Finally, the competitiveness of the product pricing guarantees repeat customers.

Employees

Employee satisfaction is directly linked to great customer service. Employers spend great time and money to ensure that customers are satisfied, but often they fail to remember that employees are the key to success in that area. Studies have shown that when employees are happy with their jobs they tend to produce a warm and inviting environment for customers (Ndubisi, 2007). To ensure that employees are happy employers need to provide adequate training and competitive salaries. With proper training, employees have the necessary tools to make wise decisions that benefit both them and the company. Likewise competitive salaries create a working environment that has incentives to do a great job.

Customers

Understanding the characteristics of the customers a company service is very important in the company’s overall success (Ndubisi, 2004). When a company knows what type of customers they have, they can ensure that they are meeting the needs of those customers. Some customers are led by prices alone, while others are led by brand name. Those customers who are led by brand names usually do not care about pricing. Some customers are looking for hospitality and friendliness. Customers should be randomly contacted for input. This gives customer a sense of importance; they do not want to feel like just another customer. Companies should ask customers for their input.

Location

The location of the business is important to customer satisfaction. The business should be located in a safe and clean environment.  According to, “Safe is the absence of danger, doubt, and risk” (Ndubisi, 2004). There should be adequate parking and lighting. The inside of the business needs to be neat, clean, and inviting. When the location of a business is not convenient for a customer, he/she will go elsewhere and only to that location as a last resort. The ominience of a company has a great effect on the client. Some customers come to businesses or stores just because they “feel good” in the business (Ndubisi, 2004).

The Product

The pricing of the product is very important. Some customers will drive completely across town to save on a product. Customers should have some selection to choose from. Companies should offer alternatives to their products that come at a cheaper price because not all clients can afford to pay for the best. There are some that want the best (name brand) and will not buy an alternative; while others only want to purchase a good alternative to the product. Accordingly, “Customer satisfaction is the measure of how a product meets or surpasses the customer needs or expectations” (Menon, & Kahn, 1995).

Conclusion

When a company has ensured that they have the right employees, know their customers’ needs, are located in the right place, and give customers a selection of products to choose from, they have ensured that they will have great customer satisfaction.

References

Babakus, E. & Yavas, U. (2008). Does customer sex influence the relationship between perceived quality and share of wallet? Journal of Business Research 61(9), 974-981.

Ndubisi, N. O. (2004). Understanding the salience of cultural dimensions on relationship marketing, its underpinnings and aftermaths. Cross Cultural Management, 11(3), 70-89.

Ndubisi, N. O. (2007). Relationship marketing and customer loyalty. Marketing Intelligence & Planning, 25(1), 98-106.

Menon, S., & Kahn, B. E. (1995). The impact of context on variety seeking in product choices.             Journal of Consumer Research, 22, 285-295.