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The Importance Of Customer Service

A customer is somebody who will buy products (goods or services) from a shop or a small business organization. Customer support is the provision of service being provided by the seller to customers before, after and during a purchase of any product. According to Turban et al. (2002), "Customer service is a series of activities made to enhance the level of customer satisfaction - that is, the sensation that a product or service has met the client expectation. " It is also the procedure of assisting someone else or individuals who will buy goods and services from a shop. It could be provided either straight by the sales or service agent or through robotic means like websites. The last mentioned means provides 24x7 services to customers. However in line with the review conducted by Country wide Retail Basis (NRF) along with North american Express in 2004, Just 16 percent of traditional purchasers were extremely content with their most recent customer support experience while an additional 51 percent were very satisfied. In contrast, In comparison, 44 percent of online shoppers were extremely content with their customer service experience and an additional 45 percent were very satisfied. A lot of the profits of most businesses count on duplicate custom. According to the marketing theory, it costs all the to gain ONE new consumer concerning keep FIVE existing ones.

Qualitative customer service is almost always identified as one of the key success factors for a tiny and medium enterprise (SME). Any business where the total number of employees is significantly less than 500 is named a small business enterprise. However different countries provide different meanings for a SME. Any business, especially a small business, needs duplicate customers to make it through. To achieve this, a business needs to offer excellent customer support. Great customer support is essential to help smaller businesses attract and retain the customers they need to survive and compete keenly against the big males, and way more in a downturn market (Isabel M. Isidro: 2007). Your small business owner has to hire a third party to identify and analyse the grade of its customer support (Kathy: 2008). This third party had to carry out inspections and show its results with the personnel and the employees of the SME frequently. When employees are aware of such programs they will perform better leading to the competitive benefits for the SME over its large counterparts.

Generally small businesses often complain that they can not really compete with larger firms because of the large scale of economies to level being liked by the latter. Large firms are able to purchase recycleables and stock on a scale that a tiny business could never manage. However if they are able to offer better and even more personal customer service than a big multinational corporation, they can easily enjoy the benefits associated with competitive advantage. The client service in a small and medium business can achieve the following for the business enterprise it helps:

Quick turnaround - If the business owner is able to promptly get back to the customer, say within 24 hours, it means that the SME is well coming to earning the customer's seal of approval. The customers should know that the request has been attended to by way of a live person, not by an automatic mail responder.

Trustworthiness - A SME should create the feeling that its products are very much consistent in terms of quality and price. This will generate customer devotion and brand commitment, as well.

Flexibility - Customer service provided with a SME should ensure that complaints are handled accordingly and will be addressed with advantageous outcome. For instance, customers may easily return a defective product that may be replaced without inconveniences.

Real-time interaction - Every SME should understand that always customers like to call any business and talk with a live person. When a SME provides an outstanding advantage of customer service during and even after office hours, then it will create a cutting edge to it over its opponents.

The importance of customer support is discovered as very intensive in service industry in comparison with other establishments. Normally its importance varies by product, industry and customer. Even the product quality and the nature of providing customer support from company to company operating industry. Some service-oriented companies permit the exchange of faulty or broken merchandise often only with a receipt and in just a specified time frame and some other companies may have relaxed policies for the exchange. Shops typically have a office or counter devoted to dealing with dividends, exchanges and issues, or will perform related functions at the idea of sale. Regarding to Micah Solomon quoted in Inc. Magazine, the identified success of such interactions being reliant on employees "who is able to modify themselves to the personality of the visitor. As per the review done by the NRF Foundation in 2004, for traditional shops, employees and the store environment are the main aspects of customer support. For online shopping, security and on-time delivery will be the greatest customer service concerns. In case there is anatomist services companies, customer service performs an important role within an organization's ability to generate income and revenue. From that point of view, customer service should be included within an overall approach to systematic improvement. A person service experience can transform the entire understanding a person has about the organization and such notion creates a competitive benefit for a SME over its large counterparts.

Similarly the client service in hospitality and travel and leisure industry is very important to make customer and brand commitment that will lead to progress of the company. The customers will generally choose to choose other hotels because they're afraid of experiencing a bad trip. Therefore in such a case, providing good customer support more than the targets of the clients leads to substantial reputation, expansion in sales and the nice rating in the competitive market. The customer service in virtually any service-oriented company provides good number of sales, return visits by the customers and the effective person to person advertising. In case there is an e-commerce company, there is a need of placing some extra attention into customer support. The more happy customers the business has, the simpler it'll be for it to grow. Therefore the prior concentration should be on the execution of the right strategy and hiring the right customer support team. Therefore a SME belonging to any category of service industry should focus on increasing efforts to improve its customer support and to assess it from time to time so that proper and immediate actions can be taken if there are any deviations in its customer support. The SME should properly design its customer support policy and apply it with whole lot of caution. While offering the customer service, the organization must identify the obstacles, if any, and the effective actions for removing them. In order to create a powerful and beneficial performance of any SME, the customer service is the backbone.

Problem Statement

The last couple of years were very challenging for entrepreneurs. One of the main issues, besides just residing in business, is how to keep up a competitive border. Many small and medium business owners had to lower their prices to stay in business, but it has resulted in having very low fat margin for business return. Plus they often need more customers to help make the same sum of money that they used to make. In most case, most companies cannot secure more customers anticipated to lack of trained personnel and ignorance towards customer support when interacting with customers. You will find more Small and Medium Companies (SMEs) companies those are set up in recent years to contend with Multinational Firms (MNCs) in the market. Other than coping with technologies to contend with the top players, SMEs are likewise have been facing many challenges in order to remain at competitive border. In business today, majorities of the customers wanted to be cared for with respect. Companies that provide poor customer service have resulted with many disgruntled customers. And several of these companies have gone out of business because of their poor customer service. In view of this context, the value of customer support in small and medium enterprises is identified and the analysis on the same is undertaken to comprehend the implementation of customer support in SMEs to exercise competitive benefits over their challengers.

Aims and aims of the Study

Based on the problem statement as described above, the target in this research is to learn whether by providing good customer services can perform towards competitive gain for companies.

To find out if providing good customer services can perform competitive advantages for companies.

To determine rating of the necessary requirements for successful implementation of customer services

Identify the obstacles for execution of customer services

To determine the performance of customer services in the company

To identify in regards to what extent of customer support implementation can result in improvements and provide significant advantages to the company.

Significance of the Study

In any country, small and medium businesses as a rule have limited budgets but there exists one area they can contend face to face with big companies. The region is providing best and qualitative Customer service. Based on the literature survey, 35% of the top organizations do not respond to e-mails delivered by their customers. That's where small businesses can outshine their larger counterparts. Whatever the size of a SME, customer service remains a significant differentiator that levels the playing field. Just how customers and their issues are being monitored by the organization makes all the difference in building a competitive advantage. There is a standard norm that in virtually any organization, on the average if a person has a good experience he/she will inform around 3 people. But if it eventually ends up being a disappointing one, it's not only unlikely he will return, but the often embellished storyline of his poor experience will be relayed to as many as 10 people. Those 10 people are highly likely to complete it on again, and so on, resulting in a huge influx of negative publicity. It's the service that customers bear in mind. It's the service that earns an establishment a reputation. . . good or bad. Additionally it is the service which makes customers return over and over. Therefore a SME should be very careful in offering such an important customer service to its existing and/or potential clients. If the SME handles well in providing high quality customer service to its customers, it'll lead to competitive advantages over large enterprises therefore which the success of the small and medium venture is possible in the competitive market.

Limitations of the study

Organization of the paper

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