An ideal customer service strategy is defined as a plan which takes into account all the measures which are helpful in gaining 100% customer satisfaction. Since the entire purpose of a business is to have happy clients and consumers, it is important that such a strategy is defined in order to ensure that all the customer requirements are taken care of and that they do not have complaints left.
A customer service strategy is one of the most important parts of a business plan.
Following is a Customer Service Strategy Plan for AET Transport Pvt. Ltd. And how it can achieve, using this strategy, maximum customer satisfaction:
Step 1: Identify the customer base correctly: this is essential since it is the very basis of the entire business. Identifying the right customer base will help in identifying the type and the level of services to be provided to them.
Step 2: identifying the current level of services being offered: before nay revamps in the service is made, it is absolutely essential to know the current phase of the service being provided. After knowing the existing strengths and weakness can the work on a new strategy be done.
Step 3: Determining the need of the customer: once the correct customer base and present level of the service is identified, it is now essential to understanding what exactly the customer needs out of us and what we are providing them. Since the current service deals in the delivery of hazardous chemicals, it is essential to understand customer feedback.
Step 4: revamping the actual service system: after determining the flaws in the existing service, it is now time to fix the loopholes. Here, the performance standards are to be set.
Step 5: revamping the service delivery process to ensure how the service can be better achieved.
Step 6: Appointing customer care team: this team will exclusively look after troubleshooting the problems before the problem is even brought to notice by the client.
Step 7: include technological strategy: this is an important part of the entire process. It will integrate technology with customer service activities. Here, the use of data analytics can be made to ensure that the problem is found from the root and solved.
Step 8: focus attention on the team
Step 9: implementing the feedback: customers are most likely to provide feedback, for this, it is essential to also implement them to see of an improvement whatsoever.
Step 10: the last step involves creating a continuous improvement mentality: it is important to recognize all the changes taking place in the environment and how one has to change with it to gain the competitive edge.
An internal customer is someone who helps the company in catering to the end customer. Such a person can be best deemed as a vendor important for carrying out activities for the company which are not taken care of by itself. In the case of AET Pvt Ltd, the internal customers are the trailer leasing companies which give their trailers on lease to AET to carry out their operations. Now, in order to keep these customers satisfied, it is important to ensure that their demands and needs are given preference too since they help in profit generation. Internal customers are an integral part of the supply chain, and any pause can lead to a loss.
External customers are customers who are direct customers of the end product of the company but are not a part of the company, unlike the internal customers. These are the companies which require transportation services from AET Pvt Ltd. The strategy has to focus on ensuring that their feedbacks are taken into care since these customers are the main source of income and cannot be compromised upon. Their services will mostly require assuring the safety of the products and timely delivery mostly. Here, it is important to maximise productivity in the service being provided to them.
Customer service standards are important to establish since they determine the customer expectation from the company and the business generated from them. If a customer is happy with the quality of the service being provided, they are most likely to return to AET for their transportation needs. Keeping this in mind, it is important to set certain service standards, such as:
These procedures are the customer service procedure highlighted above. The ten step process will do the function well if implemented, executed and checked in the right manner.
No business is perfect and problems are bound to occur. In this case of AET Pvt Ltd, the kind of problems that can happen on the company’s end can be late delivery of the product or the product is spoilt during the journey or the product is lost and several other things. It is the company’s responsibility to ensure these issues are promptly taken care of when complained by the customer. What is more important is to keep a check in the way the problem is being dealt with. For this job, the right kind of people has to be deployed who can calm the customer and solve the issue as well.
Following are some of the resources required by AET to carry out effective customer service:
This is essential. It is basically the word of mouth corollary in play here. The fact is simple. If the services provided by the company to its customers is good, the customer itself will speak for the company and their services, thus, marketing the company to other similar customers. To build this, AET has to focus a lot on their customer service team and how they function. A lot of finances should be given to this particular segment as a potential investment to be recovered by the company. To ensure that the customer service is being provided in the best possible manner, the company executives have to monitor them. This can be done by surprise checks and customer feedback.
Bibliography
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Komssi M and others,”Roadmapping Problems In Practice: Value Creation From The Perspective Of The Customers”. In Requirements Engineering, Vol 20 (2013).
Linton I, [2015], “How To Develop A Customer Care Strategy’’ [Online]. https://smallbusiness.chron.com/develop-customer-care-strategy-39910.htm [2019].
Lotich P [2016], ‘Example Customer Service Standards – The Thriving Small Business’ <https://thethrivingsmallbusiness.com/customer-service-standards/ [2019]
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Rodriguez A and others, “Tools For Measuring And Improving External Customer Satisfaction In Stores Of Santo Domingo, Ecuador”. In International Journal of Engineering Business Management Vol 9, (2017).
Swinscoe A [2015], ‘How To Implement An Effective Proactive Customer Service Strategy’ https://www.forbes.com/sites/adrianswinscoe/2015/02/02/how-to-implement-an-effective-proactive-customer-service-strategy/ [2019].
Varela?Neira C, R Vázquez?CasiellesV Iglesias. ”Explaining Customer Satisfaction With Complaint Handling”. In International Journal of Bank Marketing, ” Vol 28, (2010).
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