Chapter 25: Developing effective operations Customer Service

What do customers want? Customer expectations are based on: –What people hear and see –What customers read and what organisations tell them about their service –What happens during the customer experience –What has happened to them in previous customer service experiences

Methods of meeting customer expectations 1.Conduct market research to find out what the customer expectations are so that customer service targets the right factors 2.Introduce relevant training in customer service into the organisation so that the workforce can meet and surpass customer expectations 3.Set up quality procedures and set quality standards so that the organisation is geared towards the needs of its customers 4.Monitor performance against these standards so that high quality and good customer service are maintained

Benefits of high levels of customer service Impact on sales volume Creating a unique selling point (USP) Impact on selling price The firm’s reputation Employee motivation Reduced costs Trade between businesses Public relations Strengths and weaknesses