For instance, in the airline industry where the differences between routes and prices can be nominal companies usually focus on customer service to gain the loyalty of customers. This means that an airline with good customer service will pay close attention to the manner in which customers are treated while they are in the system (Arogyaswamy & Simmons, 1993)
To be successful in the CSM strategy, each area of an organization must see that, directly or indirectly, achieving its objectives contributes to the customer's overall experience with the organization (Jones (2000)." The capacity for business growth as goals are met- if customer service is good loyal customers will begin to tell others about the company and the products and services that are available through the company (Bielski, 2002)
Opportunities. Improvements to customer service- Industry can work on ways to improve customer service through more comprehensive training (Denton, 2003)
Jones (2000) explains that "Competitive advantage can be gained through customer service management (CSM) when implemented as a comprehensive approach to centering the organization on the customer. To be successful in the CSM strategy, each area of an organization must see that, directly or indirectly, achieving its objectives contributes to the customer's overall experience with the organization (Jones (2000)
"External customers are the end users of the main type of services and the internal customers are those which lie inside the firm depending on different departments for services."(Brown,1998)
Some more Principles for Proper Customer Service "The ability to satisfy the wants and desires of the customers properly is considered as lifeblood of the business."(Buttle, 2004)
There are many ways for customer satisfaction such as offering discounts to attract more customers or to make existing customers spend more by other offers. "The business holder should always make efforts to make the customer come back (or in other cases, use services time and time again)"(Els, 2003), otherwise the business won't be giving profits for a long time
"The essence of proper customer service is to make customer come again (or as pointed above, use services over and over) and satisfy them so that they may provide positive feedback to others on the services they received who may then later on become new customers themselves."(Horrell, 2006)
"Let's say if someone is a good salesperson then it can make its product sell (whatever it is selling) to any person once, but it is the approach towards the customer service by that salesperson which will determine if it can or can't ever sell the buyer anything."(Jill, 2002) Therefore the base of proper customer service is to make a good relationship with the customer (which the customer feels it should pursue)
"(McCarthy, 2000) "And finally always try to give something extra, it can be an advice, additional information regarding the help the customer needs or just a smiling gesture."(Joby, 2003) Customers always get happy when they get more than what they actually bargained for
"Do not assume that the gesture should be something huge and greatly noticeable."(Lowenstein, 1997) if the above rules are applied then they can bring more profit for the business by better customer service and it can also bring new customers which are usually brought by expensive methods of publicity, promotions or price deductions
"The customers always notice the efforts and tell others about it. "(McCarthy, 2000) "And finally always try to give something extra, it can be an advice, additional information regarding the help the customer needs or just a smiling gesture
"Mostly, give every staff person enough information and the authority to make minor decisions regarding customer satisfaction."(Poisant, 2002) Seventhly, put extra efforts such as if you have a store and customer wants to know where is the liquor then don't just tell him but lead him towards the place, ask for any further assistance or needs
It also has a decentralized decision-making process which focuses the customer. Since about ninety percent of a firm's problems are related to the process, not the employees, "TQM focuses on processes which give result for the satisfaction of the customer" (Zemke & Woods, 1998)
Brady and Cronin (2001) sought to draw conclusions about the link between customer orientation within the company and customer service outcomes and noted that the customer orientation needs to be strong in order for a company to achieve high levels of customer satisfaction -- the two are intrinsically linked. While there are contextual variables, customer orientation has been shown to affect customer loyalty, which is a precursor to stable revenue streams (Homburg, Muller & Klarmann, 2011)
This means that the more people rely on mobile, the more that marketers and customer service needs to be focused on mobile as a key element of customer interaction. One of the most interesting aspects of this is that, increasingly, customers expect outbound communications (Leggett, 2014)
From the CEO on down, the entire organization has to buy in to the new customer-focused culture. This shows all workers that the company is serious about changing its approach to customers, and frontline workers are more likely to buy into a culture change if they see that their leaders have bought in, since that sends the message throughout the organization that the culture change is permanent (Linnenluecke & Griffiths, 2010)
Now, the company has an opportunity to respond. It is worth remembering that with a high customer orientation has always valued the idea that complaints are opportunities to strengthen the brand and improve loyalty (Plymire, 1992; Tax & Brown, 1998)
This enhanced perception occurs regardless of the outcome of the communication. All interactions with customers create value (Salomonsson, Aberg & Allwood, 2012), so it is important that there are many ways for such interactions to occur
While there are contextual variables, customer orientation has been shown to affect customer loyalty, which is a precursor to stable revenue streams (Homburg, Muller & Klarmann, 2011). Customer orientation is understood variously as a "psychological phenomenon antecedent to critical job states" or "as frontline employee behaviors that are caused by these same job states" (Zablah, Franke, Brown & Bartholomew, 2012) -- clearly the second is the outcome of customer orientation