Customer service is the activity in which the customers of an organization are handled effectively by the responsible person. The needs of the customer are processed by delivering high professional and high quality services. Customer service is the process that meets the desires and needs of the customers. Customer service is the process of delivering the service and product to the customer in aspects of efficiency, cost-effectiveness, satisfactions and accessibility. It is about developing a relationship of loyalty and trust beyond the immediate interaction. The effective customer service can improve the customer expectations and experience. Customer service is a type of philosophy about understanding the customers and their needs. It is also can be considered as a process of helping people to find out their actual requirement during an entire transaction cycle. Customer service is the degree to which a products or service improves the satisfaction and expectation of customer (Martin, 1992).
How to manage the Quality Customer Services?
There are different ways through which the customer services can be managed. It can be explained as –
1. Understand and fulfil the needs of the customers – The organization has to identify the requirements of the customers and try to meet them the requirements of their customers. It is important for customer service representative to understand the customer’s needs. Different techniques have been used by the organizations in order to check, whether the requirements of the customers are fulfilled or not. These techniques are -Feedback form, mystery shopping and satisfaction surveys (Skellett, 1995).
2. Consistency in customer services- Consistency in service is the main expectation of customers. Whereas consistency implies that the customers expect same level of services that are providing by the organization. By understanding the requirements of the customers, organization should need to develop efficient plan that meets the requirement of the customer adequately. Organization will enhance customer satisfaction level by fulfilling the needs of the customers. For example – when the customer visits in a saloon and receives a friendly welcome, a drink and better services. Thus, it shows that the saloon provides an adequate consistency for providing the customer services (Ozok, Oldenburger & Salvendy, 2007).
3. Evaluate the Agent’s performance regularly – The performance of the Agents should be evaluated on a regular basis in order to enhance the quality oriented customer services. The performance can be evaluated by providing proper coaching and training to the persons.
4. Open all communication channels – Every customer wants to contact through mail, phone, face –to –face and email and expects the open communication channels from the organizations. For providing effective quality customer services, the organization should provide a clear information about the product to their customers (Goetzinger & Valentine, 1962).
5. Encourage agent feedback - The customer service agents are the backbone of the customer service and they also possessed complete knowledge about what the customer expectations may be. Encouraging agent feedback to play an important role, which can further improve their performance in handling the customer. On the other hand, peer feedback can also encourage the team building and enable the agents to learn from experiences of the peer.
6. Have agents listen to their calls - Agents should be provided opportunities to listen to the calls while discussing the points that need to improve. By breaking the process and by analyzing the points such as, ability, thoroughness, tone, and ability to achieve first call resolution. The agents can get a better sense of what their service looks like and make improvements.
7. Designing an effective Product and Process – An organization should design an effective product and process for the purpose to meet the needs the customers. Good quality customer service is the only factor that meets the requirements of the customers. “Cost of Quality” is considered as Quality movements which results from the broken processes and products.
8. Providing good customer services everywhere – The customers feels frustrated when their expectations are not met by the company. Every customer demands a high quality customer service in every area. For example – when a person buys a cup of coffee, he wants the coffee to be hot. Another example is wen the customer travel through train, he wants the train should be on time, clean and with reasonable price. It is very important for every company to provide outstanding customer services at the right place with right price (Lu, Berchoux, Marek & Chen, 2015).
9. Remember the customer is always at the center – It should be remembered by every organization that customers are always at the center. It should be remembered by the company that every customer deserves respect and excellence in services through the customer service team. It should be ensured by the organization that their team is able to handle the issues, challenges and problems and should be answerable to the questions that arises by the customers.
Goetzinger, C., & Valentine, M. (1962). Communication Channels, Media, Directional Flow and Attitudes in an Academic Community. Journal Of Communication, 12(1), 23-26. doi: 10.1111/j.1460-2466.1962.tb01518.x
Lu, C., Berchoux, C., Marek, M., & Chen, B. (2015). Service quality and customer satisfaction: qualitative research implications for luxury hotels. International Journal Of Culture, Tourism And Hospitality Research, 9(2), 168-182. doi: 10.1108/ijcthr-10-2014-0087
Martin, R. (1992). Creating, Maintaining and Reinforcing a Customer Service Culture. International Journal Of Quality & Reliability Management, 9(1). doi: 10.1108/02656719210007545
Ozok, A., Oldenburger, K., & Salvendy, G. (2007). Impact of Consistency in Customer Relationship Management on E-Commerce Shopper Preferences. Journal Of Organizational Computing And Electronic Commerce, 17(4), 283-309. doi: 10.1080/10919390701436424
Skellett, C. (1995). Understanding and meeting the needs of our customers. Managing Service Quality: An International Journal, 5(4), 22-24. doi: 10.1108/09604529510796467