Relationship Marketing
1. You insist on a separate Customer Service department…what for? Everyone in the organization is a customer service representative. We cannot waste money with unnecessary cost centres… that chapter is closed.” The Finance Manager was heard talking to the Customer Service Officer. As a Customer Service Graduate, what will be your comment to this statement?
(20 marks) Customer service is the provision of service to customers before, during and after a purchase. Turbarn (2002) defined it as a series of activities designed to enhance the level of customer satisfaction, that is, the feeling that a product or service has met the customer expectation. It is the overall activity of identifying and satisfying customer needs, it includes all aspects of a customer’s experience in dealing with an organization. Customer service also represents an overall description of the desired relationship between the producer or seller and the customer. Customer services is one of the most important ingredients of marketing mix for products and services. High customer service helps create customer loyalty. It goes without saying that today’s customers are not only interested in the product or service being offered but all the additional elements of service that they receive, that is from the greeting that they receive when they enter into your organization, to the refund and help that they receive when they have a complaint about a faulty product that they have paid for. Anything a customer sees, feels, touches, hears and smells can have an impact on a firm’s success or failure. Customer service is an essential part of the business because it focuses more on the ideas of customer feedback and outputs as they are exposed with your products and services. A designated customer services department aims to aid customers on their concerns, queries, suggestions and complaints. The customer is the center of the business that is why the one department should be established so as to
(20 marks) Customer service is the provision of service to customers before, during and after a purchase. Turbarn (2002) defined it as a series of activities designed to enhance the level of customer satisfaction, that is, the feeling that a product or service has met the customer expectation. It is the overall activity of identifying and satisfying customer needs, it includes all aspects of a customer’s experience in dealing with an organization. Customer service also represents an overall description of the desired relationship between the producer or seller and the customer. Customer services is one of the most important ingredients of marketing mix for products and services. High customer service helps create customer loyalty. It goes without saying that today’s customers are not only interested in the product or service being offered but all the additional elements of service that they receive, that is from the greeting that they receive when they enter into your organization, to the refund and help that they receive when they have a complaint about a faulty product that they have paid for. Anything a customer sees, feels, touches, hears and smells can have an impact on a firm’s success or failure. Customer service is an essential part of the business because it focuses more on the ideas of customer feedback and outputs as they are exposed with your products and services. A designated customer services department aims to aid customers on their concerns, queries, suggestions and complaints. The customer is the center of the business that is why the one department should be established so as to