Nothing
promotes business for the organization like a satisfied customer. Costly media
campaign can never complete with the value of recommendation made by a
satisfied client. If a customer’s expectations have been realized or surpassed
in a business deal, the word will be passed on.
Customer
Service is looking after people who really need help.
What is quality customer service?
- Meeting demands for
quality products and services
- Encouraging
confidence in the goods and services provided
- Understanding
customer requirements and expectations
- Exceeding the
expectations of clients
- Developing service
standards (through staff training)
- Ensuring staff are
well presented, merchandise is attractively displayed and work area is
tidy
- Keeping up-to-date
with new trends and products
- Etc
It has been said that “quality and
politeness are free”. When a customer service is not satisfied, it can be very
expensive to regain him or her business and rectify the error.
Service provider’s role
The organization should be
constantly alert to changes in products and changes in customers’ needs. There
is wide scope for innovation and new approaches.
There should be:
- Planning for
promotional ideas
- Implementation of
technically sound improvements
- Provision of correct
information
- Retention of
credibility
- Assurance to
customers of their value to the organization
Type of Customer
A customer database is a valuable
resource. If you have been a long-standing client of an organization, you like
to be remembered. When records are on computer, it is easy for:
- A staff member to
access details of past dealings with the company
- Material and
information on clients to be retrieved according to specified
classifications
- Promotional material
to be targeted to particular client groups
Identification of the types of customer
is useful for planning in an organization.
Customer needs
Sometime a survey is undertaken or a
questionnaire is given to establish the sorts of things a customer is looking
for. If the organization is made aware of the needs of customers, improvements
and modifications can be made. Organizations conducting this sort of activity
are keen to “lift their game” and perhaps meet, or beat, their competition.
The manner in which questions are
posed has a significant impact on the value of the responses. It is good
practice to begin with general questions and work down to things that are more
specific. A short questionnaire that requires simple response is more
acceptable to a potential respondent than a questionnaire that requires long
answers. It is also easier and less costly to analyse.
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