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Integrating Customer Focus Across the Firm, Essay Example
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Customer service is the provision of services after they have purchased the products. The service can be offered before or during the purchase. I agree from both posts that customer service has direct impacts on the profitability of the business. Marketing strategies are frequently changing due to stiff competition between companies. Companies are implementing new marketing strategies as they try to attract and maintain customers through the services they offer. When a customer is offered good service in the company, he/she will come back to buy more goods in the company. The company will earn more profit, as a result, of increased sales. Moreover, the customer offered good service would tell other people about the good services in the company. When a consumer is dissatisfied with the service he/she is offered in the company, he/she will move to other suppliers or companies where good customer service is offered. This proves that good customer service has impacts on the profits in the business (Zeithaml & Parasuraman 2012, p. 95).
From the text, a customer who is not satisfied with the service offered in business will discourage other customers or any other person who is willing to buy products from the business. This is through face-to-face communication of even online on the social media web pages created by the company offering the products. The immediate people to get the information about unsatisfied customer service are friends and relatives of the customer. Today, everything has been transformed to digital due frequently changing technology. The companies are advertising their products online, and they will post their products on the social media and even their websites. Those customers who are not satisfied will leave negative comments on the social media web pages or the company’s websites. New customers willing to buy from the company view the negative comments will be discouraged, and they will not buy from the company. Instead, they will go to other companies offering the same products and services.
When consumers are not happy with the services offered in the company, it will be costly to the company because the company will not meet the targets set on sales and profits. The company might incur losses if the customers move to competitor organizations because the company will make low sales leading to decreased profits. This will reach an extent that the company cannot its obligation, and the business might collapse. In United States only, the losses incurred amount to $243 due to poor services offered to customers. To solve the problem, competent personnel should be employed in the companies, as they are the right people to satisfy the customers. From the text, almost 90% of the respondents were and comfortable if they were allowed to engage in self-service. This would make them comfortable, as they would serve themselves to their satisfaction. Every organization needs to consider customer satisfaction such that it can be sustainable by making more profits and even expanding the services offered.
Customer is a crucial partner in the company because the company will not succeed without the customer. As a result, the customer should be given priority in the company by being offered the best service as they require. From the text, Apple Company treats their customers as per their interests and requirements. Reputation of the company will be increased since they will produce what the customer is interested, and they will make more sales leading higher profits (Wilson &Gremler 2012, p. 106). Due to increase reputation in the company, it will expand and more customers will be attracted by the good quality services offered in the company.
Customer surveys should be conducted frequently in every organization. Through the surveys, the management or stakeholders will be able to understand the weaknesses that employees have when serving the customers. After noting the weaknesses, the management will work on the necessary measures to improve the level of customers’ service to the level that the customer is satisfied. In many organizations, what contribute to poor customer service is remuneration, workload, motivation, and environmental working conditions. When the employees are offered poor remuneration as compared to the duties assigned, they will not work to their best level as they know that the remuneration is poor. The customers will be discouraged due to poor services, and they will go to other companies with improved customer service. Employee workload contributes to poor customer service because some employees are given heavy workloads that they will work to a certain point that they are exhausted, and they will offer poor services to customers. Employees should be rewarded for their best performances after a certain period to boost their morale when serving customers. Rewards and incentives stimulate the employees to deliver quality services to the customers leading to improved reputation in the organization (Zeithaml & Parasuraman 2012, p. 143). Organizations should make sure that employees are working in favorable conditions, as they will not be discouraged when serving the customers. From the text, Loveman proposed that a survey is an important to when working to assess and improve customer service. Survey will show the level of customer satisfaction as it used to track how employees serve the customers.
For better quality services in the company, staff should be frequently trained on personal relation and customer attendance. Personal relation is part customer’s services that the customer considers when he/she is served in the company. When a customer is harassed, by the staff, he/she will be discouraged, and he/she will not come to the company again. In addition, he will discourage other people in the community or worldwide on the social media and websites. The organizations need to develop good relationship and trust with customers by offering quality services to the customers. Customers will be satisfied with the services even if they will wait for a long time so long as the quality of the service is good.
References
Wilson, A.&Gremler, D. D. (2012). Services marketing: Integrating customer focus across the firm (No. 2nd Eu). McGraw Hill.
Zeithaml, V. A.& Parasuraman, A. (2012). Customer Relationship Management: Concepts and Cases. Customer relationship management: concepts and cases, 130.
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