Customer service
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Customer service is the provision of service to customers before, during and after a purchase.
Its importance varies by product, industry and customer. As an example, an expert customer might require less pre-purchase service (i.e., advice) than a novice. In many cases, customer service is more important if the purchase relates to a “service” as opposed to a “product".
Customer service may be provided by a person (e.g., sales and service representative), or by automated means called self-service. Examples of self service are Internet sites.
Customer service is normally an integral part of a company’s customer value proposition.
Implementation of customer service
Customer service may be employed to generate such competitive advantage as a particular service proposition can be harder to copy for competitors.
The implementation of a particular customer service proposition must consider several elements of the organization, including
- culture
- hiring
- training
- incentives
- processes
- support technology
Competitive advantage
A company may attempt to differentiate itself from its competition through the provision of better customer service. The consistent delivery of superior service requires the careful design and execution of a whole system of activities that includes people, technology, and processes. Although, the rewards will include improved revenue from customers that are impressed with the service provided.
Role of technology
Technology has made available a wide range of customer service tools. They range from support websites and the ability to have live chats with technical staff to databases tracking individual customers' preferences, pattern of buying, payment methods etc., and tailoring products and service responses based on this advanced data. Specialist software that is designed for the tracking of service levels and for helping recognize areas for improvement are often integrated into other enterprise operational software tools such as ERP software.
Accountability
Customers tend to be more forgiving of organizations who acknowledge and apologize for their mistakes rather than denying them. Taking responsibility for mistakes and correcting them is considered an important aspect of good customer service.
See also
- Customer experience management
- Customer relationship management
- Customer service representative
- Customer survey
- Service system
- Institute of Customer Service (UK)
External links
Seven Steps to Remarkable Customer Service
Customer Service Discussion Forum