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Role of customer service in success of business
Business success is dependent on a variety of factors – a realistic
business idea, a well thought-out business plan, an appropriate marketing
strategy and great customer service are amongst the top ones. While customer
service is a part of marketing, it can be segregated as a separate field on its
own. It’s important to define the term customer service before we proceed.
Customer service includes all aspects of interaction with a customer and speaks
to the organization’s image in the mind of a customer.
A customer provides an organization with that most organic
of all advertising tools – word of mouth advertising. A happy and satisfied
customer is much more likely to send more customers your way. Further, there is
the potential for repeat business, which is the backbone of many businesses. It
is obvious that a customer who has been provided with a product or service that
he or she desired in the ideal way, would build a relationship with the seller.
Further customer relationship management teaches the
business where there are flaws in the system and provides valuable customer
feedback. When a business receives feedback, it is able to see the customer’s
image of the organization and the impression of its services. This tool is
invaluable in correcting systems as well as image management for the business.
It is also an outsider’s perspective, which provides the business owner or
management a unique insight.
Additionally, a satisfied customer would be more likely to
participate in activities that help to generate customer preference data. This
data goes back to the marketing function in assisting the organization to
better target and attract it potential customers.
In fact, it would not be a stretch to say that without good
customer service, a business would not survive. The old adage ‘The customer is
always right’ has been the foundation of many an organization and what it
really means is that keeping customers happy is the foremost principle of any
business. The reason for the survival of many small businesses in a tough and
competitive market is their ability to provide personalized customer service. It
is the human touch that warms and enlivens an organization in the customer’s
mind and goes towards building a relationship. This relationship is the basis
of future growth for a business.
Regular and sustained interaction with a customer ensures
that the customer feels connected with the business. For instance, a small pub
owner who chats with his customers and knows them by name builds a relationship
with them. Further, when he makes sure that their regular bartender makes their
drinks and the food is fresh and hot, he is providing customer service. The
customers have a good experience and feel that the establishment treated them
well. Once an organization grows or goes online, there is less potential for this
face-to-face interaction and then the business must find creative ways to
ensure customer satisfaction.
The role of customer service to a business, online or offline
is essential to its growth and survival.