This Document Consider Customers Service In Business And Marketing (Research Paper Sample)

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INTRODUCTION
Customer service is a key factor that all organizations must put into consideration since customers fall squarely at the center of any business enterprise. This is why all business enterprises do their best to ensure that they have the best customer service both as a marketing strategy and a method to maintain loyalty among existing customers. There are various key elements of great customer service that every business entity must consider; firstly the organization must respect its customers. This is due to the fact that they are at the center of the business hence they are responsible for paying business costs and profits of the organization. So it is importance to make them feel appreciated for the role they play to the organization.
Secondly, no business entity has ever achieved great customer service without fully understanding the customers. Every customer purchases products or services to solve specific problem hence, the more a business understands its customers the better solution it would provide for their problems. Additionally, the company should keep an open ear to what the market is trying to put across. Customer tastes and preferences tend to change overtime therefore the company has to listen to the feedback from the market in order to adjust accordingly. Furthermore, the company should be able to respond accordingly to the changing customer demands and give them what they want without putting the company at risk. The last element service, this involves fulfilling the promises made to the customers (Amini Stefanie, 2013).
* Doing right
According to Michael B. Sauter et al, (2015), Amazon maintained the lead as the company with the best customer service. On the other hand, AT & T is a telecommunication company which has been rated to have one of the worst customer service. For Amazon to achieve the high ratings, there are various distinct characteristics that its associates itself with. Firstly, it’s the company culture. Amazon has a customer first culture where all the focus of the company lies on satisfying the customer needs. This culture runs throughout the organization from the top management to the ground workforce are trained of understanding the most important person to the company. In the company, customer service comes even before innovation. This is because it is the customers that drives innovation as the company aims to best serve the customer needs.
Secondly, as an online retail company the company strives to ensure customer convenience while shopping, this in turn improve the customer shopping experience. For instance customers can undertake shopping without having to involve the company’s sales agents. The company website empowers customers through enlightening them on search knowledge, self-service not forgetting the ’frustration free packaging.’ This promotes customer satisfaction. It is worth noting that at Amazon customers are regarded as guest hence have to be treated with excellent hospitality. To add on, Amazon provide a customization feature for instance ‘customer’s real time browsing’ and ‘overall buying history to recommend products’. Also the use of drones to deliver product to customers depending on the customer desires (Morris Tricia, 2013). Additionally, other distinct features of Amazon customer service include proactivity, trust
* Doing wrong
AT & T on the other hand, has various shortfalls which makes it to have one of the worst customers service. These views are attributed to the following factors: firstly, the company seems to have hired the wrong people to handle customer service issues. This is due to the fact that most customer issues are not properly handled while others go without being resolved. This issues include billing, customers issues take longer periods of time before being resolved among other (AT & T Community Forums, 2014). The company is also characterized by supplying customers with the wrong order and to make the matter worse, the company takes a lot of time to refund of replace the order that the customer order. This give customers the worst shopping experience. Furthermore the company has the worst first rate client recovery mechanism in place.
* Results of the actions
Amazon reaps big from the high customer service it employees as the organizational culture. Firstly since it offers cheaper products to customers it is most preferred my most customers hence promoting customer loyalty. This in turn has boosted the company’s revenues leading to business growth. Secondly, the company has the best customer relations whereby it the most preferred shopping website by a large number of customers. However the high customer service come with a cost of harsh employee working condition where the employee are forced to adjust to the organizational culture and also stringent targets which they have to achieve. Employees are forced to work above their limits in order to maintain high customer service standards as well as meet the organizational goals.
On the other hand, AT & T has a record of poor public relations as most of its customers feel that the company is not doing enough to solve their ‘problems.’ This has led to loss of current customers. The other consequence is high employee turnover as more employees are leave the organization for other competitive organizations. On financial issues, the company has experienced declining revenues caused by customer flight who are the main revenue source. This is ...