Customer Service: The Unsung Hero

In today’s world product and services are increasingly becoming similar both in terms of quality and pricing. The power of Product differentiation through branding is steadily waning.

Imagine going to a supermarket to buy a fridge or a TV set .Do you notice that there are all either white black or silver. They basically all perform the same function with the price differences between the products minimal. What triggers you to purchase one item from the other?

You would probably buy the brand that brings joy and warmth to your heart with memories of friendly, helpful and knowledgeable salesperson or the brand that is able to respond to inquiries and complaints right?

Most if not all companies are in a continuous battle for repeat customers. We have seen companies invest in marketing, advertisement, research and development while neglecting customer service.

One of the greatest business tragedies of our time is the inability of managers to look at service as a marketing strategy or a competitive edge. Many companies view service as an after sale service, something relating to a previous sale rather than looking ahead to the next sale.

Research has shown that service is more effective in many companies at enhancing profit than marketing, promotions or advertisement. A very good case study would be Southwest airlines.

What exactly is quality customer service?

The definition of customer service includes convenient location, breadth of selection, category dominance and speed of transaction. Service to some extent could mean competitive prices.

Fundamentally service involves employee courtesy, product knowledge, helpfulness and enthusiasm.

Quality service is the alignment of all resources both human and non human, towards customer satisfaction.

Service can also be defined by listing its functions ie maintaining old customers, attracting new customers and leaving all customers with an impression of the company that induces them to do business with the company again.

All in all customer service is whatever your customers think it is

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