Discuss about the Marketing Mix for Customer Service Management.
The current project aims to discuss about the existing concept related to integrated customer service. For this purpose it is important to review the literature based on customer relationships and marketing strategies. Proper peer reviewed journals will be chosen for given literature that will help in the purpose of critical evaluation of existing theories related to the customer service management.
Proper marketing research database will be used that will help in the search of relevant research article. Proper keywords will be used in order to narrow down the search option related to integrate Customer Service Management.
In the modern day business environment it is important to implement innovative business communication strategies that can help to improve upon integration of customer service with business operations. As the customer service is integrated with major business strategy it is possible to provide better quality of customer experience for enhancing the level of customer satisfaction (Homburg et al. 2017). The theories of customer service management is essential part of integrated customer service, which is needed in the context of identifying the existing literature gap. The idea of integrated customer service is relevant to gaining effective competitive advantage in the context of current Global Business Environment. It is essential for the market research just focus upon implementing innovative marketing ideas that can help to improve the quality of customer service. The IBIS world report will be used as a major source of data collection for the current literature that are related to the implementing essential integrated customer service strategy.
Bilgihan (2016), has mentioned about the importance of integrated customer service, which is considered to be an essential part of aggressive competitive strategies implemented by all major multinational corporations in modern Global Business Environment. As the customer Service Department is integrated with core business operational function it is possible to for the company manager to identify all type of changes in the customer demand level. Kandampully et al. (2017), have highlight in about the importance of customer satisfaction that is an essential parameter in evaluating the business performance and effectiveness of respective business strategy. In the given context, it can be said that the levels of competitive advantage depends on the level of customer satisfaction that is achieved by the company as a part of their business performance.
The frequent change in the levels of customer demand provides both challenges and business opportunity. Nevertheless, it is important to make most use of the existing business opportunity in the form of better customer service quality. Khodadadi et al. (2016), have highlighted about the importance of essential marketing research that is needed to make use of the existing business opportunity. The market research will involve data collection from surveys of the customer. This will help to check the changes that occur in the external business environment. With growing number of business brands, the customers have the freedom to switch over their choice of product or brand that is considered to be a major challenge for customer retention. Hence, regular feedbacks from the customers is considered to be an essential part of integrated customer service. This can help the companies to have the ability to change they are business and marketing strategy with the aim of retaining customers (Ibisworld.com. 2018). The success rate in the modern Global Business Environment is highly dependent upon the ability of an organisation to protect all type of future changes. The ability to integrate customer service with core business operation is highly dependent upon the technological infrastructure of an organisation. As mentioned by Jeong et al. (2016), advanced business communication is an essential part of integrated customer service which is dependent upon the use of communication technology as a part of core business operation. The basic framework of the business operation need to include the element of quality evaluation, where the customers will be able to directly communicate with the company managers for providing valuable feedbacks as the part of the company self-evaluation methods.
Mapping strategy need to be included as a part of core business operation which can help to make most use of the available information. The internal strength and weakness of the business operation can also be highlighted with the help of strategic mapping process. Statistical evaluation of the marketing research data can help to predict the future trends and changes in the behaviour of customer. This is will also be possible to predict the rate of customer satisfaction that is also one of the major parameter for measuring the rate of business performance in the context of integrated business operations (Ibisworld.com. 2018). The mapping strategy can also help in determining the rate of revenue growth of the company in terms expansion rate of the market. The ability to retain old customers is one of the main aims of the integrated customer strategy. The measurement of return of investment is the indicator that helps to evaluate the success rate of integrated customer strategy that help to attract the new customers.
The level of brand consciousness can be measured to understand the quality of customer service that are provided. In the given context, it is important for the business to implement proper brand management strategy that mainly focuses upon advance form of marketing campaigns (Loureiro and Sarmento 2017). The implementation of social media marketing along with digital communication strategy has revolutionized the integrate Customer Service Management. Effective brand management strategy can also help to implement rapid changes in the product or service design that can help in the purpose of customer retention (Ibisworld.com. 2018). The ability of the company to communicate with the workers is dependent on their ability to provide detailed information related to service and product features. It will therefore be possible for the company to maintain higher level of clarity within the inner and external business operational process. The operational managers of the organisation will get the opportunity to directly interact with the customer and understand their demand for enhancing the core business strategy.
The quality of customer service that is provided to the client is highly dependent upon the level of job satisfaction and motivation level of internal employees. Hence, effective human resource policy is also considered to be an essential part of integrated customer care service. The ability to implement Change management process is also dependent on the skill level of the workers to generate greater business growth. Gao and Lai (2015), have highlighted about the importance of raising cultural awareness among the internal employees, which will help in the process of managing Complex level of business communication from clients all across the globe. This is integrated with idea of outsourcing business operations, where the companies are able to hire skilled customer care agent from other nations to generate greater diversity in the talent management program. The added advancement of digital technology is combined with the idea of Complex business communication, which can help to overcome the challenge of cultural diversity. The Outsourcing business operation can also help to collect important and essential data from external business environment, which is mainly done in the forms of advanced marketing research.
According to Hurley (2015), the customers of the company needs to have advanced forms of data for understanding the internal culture of a business organisation. This will help in the context of raising the level of brand consciousness and the associated features. The theory of advanced business culture is essential in maintaining high level of sustainability. The integrated customer service aims to promote higher level of social relationship that is also an essential element of maintaining high level of business sustainability. The ability to implement sustainability is dependent upon success rate of change Management process that are implemented in the due process of business operation (Ibisworld.com. 2018). The ability to implement Change management is highly dependent upon the flexible working nature of the employees. Hence, it is important to incorporate soft skills among the internal employees depending upon the requirement of industry. With effective change management policy it is possible to identify the new forms of behaviour of the customers. It is therefore important to integrate the policies of psychological identification of the buyers that will help to modify the advertisement campaign.
Maintaining high level of consistency in the customer care service is helped to deal with the changes in the business environment. It is important to mention in the context to understand the importance of customer loyalty, which needs to be introduced as a part of sustainable customer care plan for higher levels of client retention. In other words, it can be said that the higher levels of customer retention depends upon the ability to have health customer loyalty.
According to Schmitt (2010), higher level of responsiveness as a part of business operation can help to estimate the level of customer relation. As the customers are providing higher level of feedback and response, it is possible to achieve higher level of responsiveness. This is also an essential part of maintaining effective level of customer relationship. The success of implementing integrated customer strategy is dependent upon the ability of the company to better connect and understand the inner psychology of the customers (Yi and Gong 2009). As mentioned earlier, the ability of the same depends upon the level of information that are provided directly to the customer about the changes that are implemented. The digital communication strategy depends the ability to manipulate the greater level of information that are provided to the customers.
Yi and Gong (2009), have mentioned about the importance of understanding the issues faced by the customer in the form of complaints at all registered. This will help the operations and marketing department of the company to make necessary changes to deal with the existing issues faced by the customer. It will also be possible to highlight upon the existing weakness in the internal business operations that is causing higher level of customer dissatisfaction. The company also need to suggest a realistic solution to be possible situations that are encountered by the customer due to poor quality of product or service.
According to Khodadadi et al. (2016), it is important to introduce the concept of inbound marketing as a part of content marketing as a part of internal promotional strategy. Concept of inbound marketing mainly focuses on attracting customer by providing detailed and accurate information about the quality of service or product. The digital technology is believed to be an essential tool of inbound marketing, which will help the customers to provide that desert information related to the feature associated with any service or product. The inbound marketing can also help provide Holistic overview of the organisational structure, which will help to maintain high level of clarity among the business management and customer. Sheridan and Collins (2017), have mentioned about the importance of providing optimised form of information to the customer, which can help to easily seek their attention as a part of effective promotional strategy. Additional information can also be provided through the form of brand ambassador, which is another element of maintaining higher level of customer relationship. The customers will able to better relate their needs with the that of their needs as they are gaining access to high end information about the functions associated with the products.
Kandampully et al. (2017), have mentioned about the important of emphasising on customer success, which need to be associated with internal business operation. The customer success can be the pivotal focus point about the operational process in business. This will help to understand the importance of satisfying the customer as a part of business success strategy. Higher level of brand awareness can also be generated with the success of the customer as they get mentally satisfied by using particular brand product or service. The customer can also generate high level of trust with the product of the brand. Hence, with the concept of higher level of customer integration, it is possible to generate better levels of customer success as they are able to build effective brand value.
Conclusion
In order to conclude it can be said that the existing literature related to integrated customer service mainly focus upon implementing innovative business operation of strategies that is mainly in to improve customer satisfaction level. Level of customer satisfaction is believed to be one of the major indicator that can help to evaluate performance of business management. One of the major challenge in the current business environment is associated with the fact that customer have higher level of freedom of switching over to other brands. Hence, the integrated customer service need to focus implementing social management theories, where the managers of the company establish effective relationship with existing customer. Advanced form of digital communication also can be implicated in order to overcome the challenge related to customer relationship management.
The existing literature has also focus upon the fact that quality of integrated Customer Service Management is dependent upon the ability of an organisation to collect primary data from the market in the form of essential marketing research. The primary data which is collected from the market can also help in mapping the the rate of revenue growth from the financial performance.
For the future research work, it is essential to focus upon more innovative theories that can be implemented as a part of customer relationship management. The innovative theory need to have the flexibility nature, which can implement rapid changes in the business strategy with trends that are implemented in the external business environment. It was there for be possible to achieve higher level of competitive advantage, which is highly dependent upon the effectiveness of integrated customer experience management.
Reference
Bilgihan, A., 2016. Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61, pp.103-113.
Gao, B.W. and Lai, I.K.W., 2015. The effects of transaction-specific satisfactions and integrated satisfaction on customer loyalty. International journal of hospitality management, 44, pp.38-47.
Homburg, C., Jozi?, D. and Kuehnl, C., 2017. Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), pp.377-401.
Hurley, B., 2015. TIM lecture series-improving the self-service customer experience: The case of IBM watson and purple forge. Technology Innovation Management Review, 5(9), p.36.
Ibisworld.com. (2018). Business Process Outsourcing Services (US) – Industry Report. [online] Available at: https://www.ibisworld.com/industry-trends/specialized-market-research-reports/advisory-financial-services/outsourced-office-functions/business-process-outsourcing-services.html [Accessed 20 Apr. 2018].
Ibisworld.com. (2018). CRM System Providers (US) – Industry Research Reports | IBISWorld. [online] Available at: https://www.ibisworld.com/industry-trends/specialized-market-research-reports/technology/computer-services/crm-system-providers.html [Accessed 20 Apr. 2018].
Jeong, M.S., Cha, J.E. and Jang, D.H., 2016. Impact of the Service Quality of Horseback Riding Experience on Customer Satisfaction and Loyalty-In Case of Jangsu Horse Riding Experience Course. Journal of Korean Society of Rural Planning, 22(2), pp.131-140.
Kandampully, J., Zhang, T. and Jaakkola, E., 2017. Customer experience management in hospitality: a literature synthesis, new understanding, and research agenda. International Journal of Contemporary Hospitality Management, (just-accepted), pp.00-00.
Khodadadi, P., Abdi, F. and Khalili-Damghani, K., 2016. An Integrated Model of Customer Experience, Perceived Value, Satisfaction, and Loyalty in Electronic Stores. International Journal of Enterprise Information Systems (IJEIS), 12(4), pp.31-46.
Khodadadi, P., Abdi, F. and Khalili-Damghani, K., 2016. An Integrated Model of Customer Experience, Perceived Value, Satisfaction, and Loyalty in Electronic Stores. International Journal of Enterprise Information Systems (IJEIS), 12(4), pp.31-46.
Loureiro, S.M.C. and Sarmento, E.M., 2017, September. HOW CUSTOMER EXPERIENCE ATTRIBUTES INFLUENCE CUSTOMER SATISFACTION AND ONLINE BANK CREDIBILITY. In 10th Annual Conference of the EuroMed Academy of Business.
Schmitt, B.H., 2010. Customer experience management: A revolutionary approach to connecting with your customers. John Wiley & Sons.
Sheridan, M. and Collins, G., 2017. Tunnel urban design guideline: Design guideline to improve the customer and community experience of road tunnels. In 16th Australasian Tunnelling Conference 2017: challenging underground space: bigger, better, more (p. 1007). Engineers Australia.
Yi, Y. and Gong, T., 2009. An integrated model of customer social exchange relationship: the moderating role of customer experience. The Service Industries Journal, 29(11), pp.1513-1528.
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