Discuss about the Framework For Achieving Customer Relationship Management.
This report provides a detailed analysis of customer service by reviewing the current status of customer service management given in the case study of Innovative Widget. Khodakarami, and Chan (2014) mentioned that customer service is a significant aspect of business, which needs to be tailored and arranged as per the needs of customers because the level of customer service often determines success of the business. The purpose of the report is to review the existing customer service of Innovative Widget aligned with the product it produces and develop a suitable service plan to help Innovative Widget address its current customer service issues and enhance the quality of customer service.
There can be situation, for example, in which the customer may come up with issue like, “I purchased a widget of 10mm, but colour is not depth and itz size is not proper as mentioned……bad choice of the brand…. No response from the service team, I want my money back right away …so disappointing!!! [email protected]”
Now the customer service executive of Innovative Widget needs to remain calm and listen to customer carefully. The customer service executive can respond this in a following manner:
We are extremely sorry for the inconvenience caused to you; however, we assure a speedy solution to your problem. Thanks for reaching us.
Make yourself available: It is not possible to learn when the customer is going to contact the service team and especially in the manufacturing sector, people usually make purchases of high cost (Cook 2017). Thus, providing an email address or single phone line contact is not sufficient. So, the business needs open up many channels of interaction as possible which may range from a call centre to monitoring social media engagement.
Functions of proposed customer service plan
Mission: To continually develop service to satisfy and exceed customer satisfaction and contribute to success of Innovative Widget through the provision of timely, consistently high quality and professional support at every customer contact underpinning company’s strategic plan.
Vision: Innovative Widget could be the single point of widget related advice and support as well as be recognized as outstanding service provided by customer support executive and staff members.
Product standards including:
Dimension: Coloured stainless widgets in a range of size 7mm, 8mm, 9mm, 10mm and 11mm
Tolerance: 24X7 customers are dealing with the customers and they must remain in touch with the customers to resolve their queries.
Pricing: Reasonable and open to negotiation
Materials: High quality steel materials
Delivery: On time delivery policy
i). The policy for collecting customer information is: no customer will be forced to provide their information and information received based on customer’s will be kept confidential by following “Privacy Amendment Act 2000”.
iii) The personal information of each customer will be kept hidden and used for managerial purpose only.
Commitment: The customer service team will recognize the level of customer service which is integral to their needs. The team is committed to providing with the service required to meet the obligation in a professional manner.
Customer service: Innovation and Management department provides a consistent approach to customer support team with the focus of service an individual can expect.
Customer service principle: To become highly responsive, accountable, consultive, strive for continuous improvement and communication.
Reliability Do we deliver what our customer expects? Are deliveries accurate? Are products and service precise? What are the specifications and tolerances? When is product deadlines and deliveries? Is there a guarantee? |
There are many scenarios where the customer service team or the organization as a whole is failed to provide what customers expect. However, in most of the cases, Innovative Widget’s sales team and customer representatives put the maximum effort in meeting customer expectation. As customer expectations always remain high, it is sometimes difficult for brand to provide accurate deliveries. Product and service provided by Innovative Widget are mostly appropriate but flaws remain in some cases. To deliver any product, at least 3 days are taken Guarantee is usually provided to some specific products. |
Assurance Do staff members inspire trust and confidence in customers? Are staff members knowledgeable about products and services? Is it expected that staff will be knowledgeable? Are staff members respectful and courteous to the customer? |
Staff members are trained with special teaching programs including the communication skills. During training and development session, each staff member is provided with proper education about the products and services. Thus, the staff members have knowledge about the products and services. Especially, the members in the customer service team are knowledgable. The organization develops its own workplace culture; thereby, each staff member is expected to comply with norms set by the organization itself. So, all staff members are taught the value of each customer. |
Tangibles Are facilities visited clean and tidy? Do you expect them to be? Is customer paperwork clear and useful? Should our letters, brochures and website look a particular way? How would you rate staff appearance? Is the company building appealing? Should it be? |
Facilities are required to be clean and tidy to build an effective workplace for betterment of employees and when the employees work under a healthy workplace, they are supposed to pay attention to customer service. Customer paper work is required to be clean and useful as this process helps to keep customer information. When the business reaches the maturity stage, it is highly essential to make it appealing. |
Empathy Do you think the company cares when customers make telephone enquires? Does the company share customers concern when customers are making complaints? Are customers given the correct amount of attention? |
When a business receives frequent customer calls, the organization should understand that its service have some issues and it should pay attention to the service. |
Responsiveness Response times for customer phoning through with enquires? Do you mind dealing with different people who handle your enquires or should it be the same person each time ? What should the complaints procedure look like to our customers? |
For responding to customer call or queries, usually 24 hours are taken. When handling with the customers, it is expected that customers can come from different cultural backgrounds; so it is expected that employees communicate with people with different cultural background. |
Comments |
References
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Cook, S., 2017. Measuring customer service effectiveness. Routledge.
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Keavney, A., 2016. Team building strategies. Training & Development, 43(2), p.26.
Khodakarami, F. and Chan, Y.E., 2014. Exploring the role of customer relationship management (CRM) systems in customer knowledge creation. Information & Management, 51(1), pp.27-42.
Khodakarami, F. and Chan, Y.E., 2014. Exploring the role of customer relationship management (CRM) systems in customer knowledge creation. Information & Management, 51(1), pp.27-42.
Seck, M.M. and Helton, L., 2014. Faculty development of a joint MSW program utilizing Tuckman’s model of stages of group development. Social Work with Groups, 37(2), pp.158-168.
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Trkman, P., Mertens, W., Viaene, S. and Gemmel, P., 2015. From business process management to customer process management. Business process management journal, 21(2), pp.250-266.
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