The Importance of Customer Service

Customer Service

Importance

One of the objectives of a company is customer loyalty and customer satisfaction.

It is more expensive to get new customers than to keep those you have.

Principles of Customer Service

• Customers are the most important individuals.
• The company depends on customers (not the other way around).
• Companies exist because customers exist; customers are our "work".
• Customers seek a good or service that should be provided.
• Customers are not a number; they must be treated with respect.
• The customer is the backbone of the company.

Customer Service Department

The entire staff should be involved in providing adequate customer care.

They don't only handle complaints, but also gather information through claims or suggestions.

It should provide:

• A sense of confidence to customers
• A quick response
• Highly motivated and professional staff (hard and soft skills)
• Accessibility to customers
• Professional and polite assistance, and adequate infrastructure.

Advantages of having a quality customer service department:

• It increases customer loyalty.
• It encourages participation in its market share.
• It raises profitability for the company.
• It gets new customers.
• It saves costs.
• It provides a better company image.

Customer Service Channels

Customers may be assisted through:

Personal Channel: It's expensive but it helps to make lasting relationships with customers.

Phone Channel: It has lower costs and it's done mainly through call centers.

Printed Channel: Nowadays useful only when a customer wants to file a claim or complaint.

Electronic Channel: Very low cost, very frequent nowadays. Disadvantage: No direct contact with the client.

Staff of the Customer Service Department

The staff working in a customer service department should be:

• Properly trained in the use of technologies and information.
• Knowledgeable about the products and services offered by the company (courses).
• Provided with some flexibility and responsibility to deal with customers.
• Given an incentive and remuneration program.
• Qualified and have empathy, interpersonal skills, communication skills, etc. (soft skills).
• Given a proper training program and should know all departments in the company once selected.

Functions of the Customer Service Department

Internally (within the company)

• Make recommendations to other departments.
• Present proposals to improve management.
• Report on the functions performed.
• Keep a record of complaints and claims.

Externally (with customers)

• Provide customers with information about products and/or services.
• Collect and analyze suggestions (from questionnaires, surveys, etc.).
• Address and solve claims and complaints.
• Inform customers about the procedures when there is a complaint/claim.