Customer Service

The key to generate high customer loyalty is to deliver high customer value. What customers think and feel about a company and its product is a key aspect of business success. Companies or marketers need to understand the needs of customers in order to develop goods and services which meet their needs more than their competitors.
Although getting a realistic understanding of customers’ sentiment can be quite difficult, it is well known that customer satisfaction levels directly affect brand loyalty. Qualitative research techniques can be used to better understand a service through the customers’ eyes and to explore in dept their experiences and expectations. Quantitative research can provide numerical measures of customer satisfaction and statistically represent findings to assess the performance of a service and provide information to drive and improve service quality.
This therefore involves the collection of data that provides information about how satisfied or dissatisfied customers are with a service. The data collected will be used to understand the reasons for the level of satisfaction that has been recorded. This information can be collected and analysed in many different ways.
Customer satisfaction measurement allows an organisation to understand the issues, or key drivers that cause satisfaction or dissatisfaction with a service experience. When an organisation is able to understand how satisfied its customers are and what, it can focus its time and resources more effectively. This will also enable an organisation to understand the extent to which satisfaction with a service is influenced by factors outside of its control such as media.
Organisations should consider the following points to know the level of satisfaction customer have in them. These are:
  1. Delivery of service
  2. Timeless ( waiting time, number of times contacted)
  3. Information
  4. Professionally ( competent staff)
  5. Staff Attitude
According to Michael Porter...