1. Understanding Customer Care and the Benefits of the Good Customer Care :
No matter the business, there is the necessity for a business to understand customer care and the benefits of the good customer care. For a business to exist and remain sustainable over time, customer satisfaction is mandatory. There are several advantages of giving good customer service that will also enable a business to profit to include (Bhasin, 2016):
Retaining of the repeat customer as the happy customer will return. This is a process that also enables the company brand to be well known, thereby allowing the organization to gain an advantage over competitors;
Allows the business to be endorsed. This is a benefit afforded a company when the customer is satisfied with people talking to family and friends which is the best advertising of all. This is referencing for the business allowing for the increase in revenue;
Giving the organization as well as the employees’ confidence as satisfied customers talk with the employees praising the business, thereby boosting employee morale. Over time, confidence is built in a way that causes the company to grow its business due to empowerment. This is a positive internal as well as external process;
A holistic marketing scenario which is created with motivated employees who understand the mindset of the customer. This process makes the customer happy, allowing the overall business to become a holistic marketing scenario with everyone participating in the ultimate satisfaction of the customer; and
The company gaining the competitive advantage as customer service and the employees enabling the competitive advantage.
These are major benefits to any business that practices these processes, enabling customer retention as well as an overall competitive advantage in the market.
Basic Principles Associated with Good Customer Care
The basic principles that are associated with good customer care include (Spencer, 2015):
Listening which is of importance to the customer. Listen carefully at what the customer says as this will enable the building of a strong business relationship. This means listening to the words while paying attention to the ideas that are discussed by the customer. This is information that can be used to increase customers;
Responding as it is very important to respond quickly to the customer if it is a response about the customer having a positive experience or a negative with the customer being dissatisfied. Taking too long to respond to the customer gives the impression of the organization not caring about the customer’s experience which is not a good thing;
Exercising patience as the customer may need employee assistance concerning how to operate the website or how to use the product that was just purchased. By exercising patience with the customer, the employee demonstrates the importance of the patrons and the value that the customer brings to the business;
Being courteous which sounds simple, but is sometimes overlooked relative to customer service. Thanking the customer for the purchase, asking if you can be of assistance, or simply smiling and welcoming the customer to the business are simple acts of kindness which mean a great deal to the customer;
Being a team player allows everyone to be a part of the customer satisfaction process. Being a team member involves the understanding of the importance of deadlines as well as the notification to the client quickly should there be any delay in the receipt of a product or service; and
Caring, which is of great importance because customers can tell when they are not valued. There are little things that are noticed that may be overlooked by the employees.
It is always of importance for the organization to deliver stellar customer service at all times enabling the continued success of the organization.
Company Outline of Customer Care Policy
The customer outline of customer care policy is a guideline for the organization and the employees. The outline can provide excellence and professionalism in providing customer service, both inside and outside the organization within the limits of available, well-managed resources ("Sample Customer Service Policy And Values Statement", 2016). This outline can list the mission and company values, policy statement, response standards, acknowledgements, resolution, response procedures, contact information and any additional comments that the organization believes to be of importance.
As an example, an outline of a typical customer care policy is as follows:
Customer care policy
I. Mission and Values Statement,
A. Mission statement that reiterates the goals of the company in the marketplace, i.e. provision of excellent service to its customers worldwide.
B. Values emphasize the customer experience, i.e. the three Ps, Pleasure of customer experience, Power of customer’s money, and Prolonged satisfaction of customers.
II. Statement of Policy
A. Policy states that the company’s focus is on the customer experience.
III. Response Standards
A. Quick, timely responses to feedback
1. Uphold rigorous standards of satisfying customer.
B. Feedback Acknowledgment
1. Always recognize the customer’s level of satisfaction, whether it is good or bad.
IV. Complaint Determination
A. Be diligent about investigating a customer’s complaint, and determine the cause of an overall unsatisfying customer experience.
V. Customer Feedback Protocol
A. Follow a strict procedure about how to handle customer feedback, i.e. recognition, thankfulness, documentation, and processing, thereby leading to improved quality assurance and total quality management (TQM).
My own company has a standard customer care policy which emphasizes the four Cs: Customer, Cost, Courtesy, and Care. Its mission is to provide each and every customer with the best information technology service they have ever experienced. In addition, the policy stresses a positive customer experience, from product choice, support, customer care, and feedback processing. Our company values all feedback, and pledges to incorporate it into the company’s operations, thereby assuring the customer of an even more positive experience – at all phases of service for an unlimited time. Finally, my company prides itself on continued customer service in the form of product updates, 24/7/365 available support, and 100% customer satisfaction, regardless of location.
Benefits of Customer Service Standards
There are many benefits for the organization having customer service standards; however, two of the most important benefits include managing the customer’s expectations as the organization’s service standards set the expectations that the customers are expecting from the business (Kime, 2016). An example of this process is having a response time for the customers with the company and the customer knowing the response time expectation. The second benefit to this process is that it sets the employees’ expectations thereby enabling the success of customer service standards.
Organizations understand the common barriers to good customer care thereby ensuring the continued success of the business (Business Matters, 2013). A few common barriers to good customer care include (Business Matters, 2013).
Failure concerning complaints which means that there should be a short of a response time as possible when resolving complaints. With complaints becoming more complicated there needs to be the ability to ensure that the complaint goes to the right person as quickly as possible;
Inability to understand the needs and/or wants of the customer as there is the need to ensure that employees are trained and that action is taken immediately versus having the customer wait for a longer period of time bringing about more frustration; and
Not having procedures to define what a complaint is which means that many organizations have the tendency to think that every complaint needs an official process as a simple process should exist for less serious complaints.
Examples of Good Practice in Customer Care
Organizations realize that customers will do business with a business that they like and that treats them with respect. Examples of good practice relative to customer care involve (1) setting the customer’s expectations by delivering the promised product/service as advertised; (2) listening first before speaking enabling a productive conversation that will allow the satisfaction for the customer because of hearing what the customer desires; (3) ensuring that customer service standards are drafted in a way that is understood by the employee and customer; and (4) organizations should treat their employees as their first customer as the attitudes as well as the behaviors of the employees will affect the service as well as satisfaction of the customer.
Know How to Meet Customer Needs
Meeting customer needs involves listening to the customer and responding when the customer reveals needs and expectations relative to the products and/or services. It is the responsibility of the organization to understand how to meet the customer needs continuously with the process beginning by listening to the employees. Effective communication is vital for the success of understanding and knowing how to meet customer needs.
Differences between Internal and External Customer
The external and internal customers fulfill different roles; however, both are of importance to the viability of the business. The external customers are the people that buy the organization’s products and services while the internal customers are the people who are behind the scenes (Joseph, 2016). For example, employees in other departments are internal customers, and are integral to the overall quality of customer care. These customers can include employees from a company’s other departments such as legal, advertising and marketing, sales, information technology, quality assurance, and shipping/receiving. When every department is operating harmoniously, it affects the overall quality of customer care.
Identification of Needs and Expectations of the Customer
Identification of needs and expectations of the customer involve paying attention to the customer and their buying habits. A need actually solves a problem that could be real or imagined by the customer (Sven, 2016). Expectations are what are anticipated when the item is purchased by the customer. This is how the customer rates the organization. It is vital to meet or exceed the expectations of a customer in order for the company to generate additional customers – by satisfying them – and to improve the customer’s experience, positively affecting the bottom line. Usually, customers expect friendliness, courtesy, honesty, a good product or service, and value. Of course, a customer needs a quality product or service as well.
For example, when the customer’s expectations (quality, value, and dependability) and needs (products or services that really work) are both met, he will, most likely, be very satisfied. Thus, he will be more likely to purchase the good or service again. For example, if a person spends a hundred dollars on an information technology service, such as anti-viral software, and it is ineffective, it is important to offer a full refund for the purchase, as well as an in-store credit for a product that is effective. Not only does this afford the customer a positive experience, but this action goes above and beyond standard expectations, improving the likelihood that the customer will return – despite his initial negative experience.
How to Effectively Deal with Complaints Relative to Area of Responsibility
One of the most effective ways to deal with complaints relative to the area of responsibility is to handle the complaint as quickly as possible. This process begins by listening actively to the customer thereby understanding the complaint, finding out what caused the complaint and then solving the problem while also ensuring that the problem will not be repeated. This is a positive process that brings satisfaction to the customer while also revealing to the organization changes that can be made to prevent problem recurrence.
Dealing with Difficult Customer Behavior
Dealing with difficult customer behavior is challenging; however, the process must take place. The employee or manager must adjust their mindset realizing that there will be a confrontation. The next step is to listen actively, repeat what has been said and to be empathic with the customer. The last step is to apologize sincerely and to fix the problem as quickly as possible. It is also important to follow up with the customer.
The Importance of Collecting, Storing, and Interpreting Customer Feedback
This process is of concern as customer feedback enables the organization to meet the needs of the customer. Collecting information concerning complaints as well as satisfactory comments allows the organization to know what is being done to meet the customer satisfaction and what needs to change; storing the information allows the organization to review what has already occurred to improve processes; and the interpreting of customer feedback allows the business clear understanding of how to meet customer need.
The Importance of Customer Feedback
Customer feedback is vital to an organization because the information gained can allow the organization to improve processes, both internally and externally. Customer fulfillment is vital to business success. Meeting customer satisfaction occurs by knowing what the customer desires. This knowledge can be gained via customer feedback.
Different Approaches of Gathering Formal/Informal Response from Customers
Different methods of gathering responses from customers include a company website as well as Facebook and/or Twitter accounts with an interactive page that customers can write comments. In this manner, the business gains information rapidly and also responds quickly directly to the customer. Response cards can also be used and can be filled out at the store by the customer. Online surveys can also be used with the customer submitting information via email, or through the company’s website, or website portal.
How to Improve the Satisfaction of the Customer
Interacting with the customer enables the success of this process. This can be done by taking notes, and repeating what has been said to ensure accuracy. Greeting the customer when they enter the store which is a method of signifying the customer has value, is vital to the company’s reputation and overall customer morale. Another way to improve customer satisfaction is to assist the customer directly, which can involve answering their questions in a timely manner, or assisting them when they are seeking information.
Moreover, administering customer satisfaction surveys (at the point-of-purchase, online, emails, telephone, etc.) can help pinpoint areas of customer care which need improvement. In turn, negative or positive feedback can be scored, ranked, and statistically interpreted. Thus, the interpretation of feedback is the most effective way to discern customer satisfaction, and steps to improve the process can always be taken. For example, if a customer complains that service is too slow, response time must be adjusted accordingly. That is, response time can be ramped up to a faster pace, thereby improving overall customer satisfaction.
Implications of the Data Protection Act for Gathering, Accumulating and Using Customer Feedback
Data protection is of great importance. The Data Protection Act is mandatory with a requirement under law that an organization comply with the act. Staff must be trained in the correct use of data with the assurance that personal information will be safely stored electronically or that the manual form of storing will be safe. This is a process that is of benefit to the customer, the employees and the overall organization. Lastly, customer feedback determines factors such as response time. For example, if a customer complains that service is too slow, response time must be adjusted accordingly. That is, response time can be ramped up to a faster pace, thereby improving overall customer satisfaction.
References
Bhasin, H. (2016). 7 Amazing Advantages of giving good customer service. Marketing91.com. Retrieved 20 December 2016, from http://www.marketing91.com/advantages-of-good- customer-service/
Business Matters,. (2013). What are the biggest barriers to customer service?. Bmmagazine.co.uk. Retrieved 20 December 2016, from http://www.bmmagazine.co.uk/in-business/biggest-barriers-customer-service/
Joseph, C. (2016). What Is an Internal Customer & an External Customer?. Smallbusiness.chron.com. Retrieved 20 December 2016, from http://smallbusiness.chron.com/internal-customer-external-customer-11698.html
Kime, C. (2016). Two Benefits of Having Customer Service Standards - Lessonly. Lessonly. Retrieved 20 December 2016, from http://www.lessonly.com/blog/two-benefits-of- having-customer-service-standards/
Law Center NI,. (2010). Data Protection and Confidentiality Policy. Lawcentreni.org. Retrieved 20 December 2016, from http://www.lawcentreni.org/data-protection.html
Sample customer service policy and values statement. (2016). gym.net. Retrieved 20 December 2016, from https://usagym.org/docs/Member%20Services/bestpractices/2015/5_07customerservice.p df
Spencer, L. (2015). 6 Very Effective Principles to Improve Your Customer Service & Make Your Clients Happy. Vandelaydesign.com. Retrieved 20 December 2016, from http://www.vandelaydesign.com/customer-service/
Sven,. (2016). How to Identify Customer Needs and Expectations. Userlike Live Chat. Retrieved 20 December 2016, from https://www.userlike.com/en/blog/identify-customer-needs- expectations
