customer oriented service delivery in service sector
Today customer is the king and it is in fact a “customer era” and the focus should be on the customer oriented services. The business organisations are under pressure to deliver a higher level of service at a minimal cost to increase the expectations of its client’s. A good organisation makes customer oriented services as a culture, a core corporate value and a norm.
Focus on Customer Quality Accountability Efficient and effective staff Customer’s satisfaction Customer’s loyalty
Customer Orientation is directly proportional to Customer satisfaction and indeed Customer retention. Effective Communication System – Sender, Receiver and Feedback through finest channels. Replacement of oral and written channels with visual aids. Value proposition – benefit to customers. Organizations have a focus on Target Customers.
LATEST STATUS (contd.) The strategy of offering low prices. Technology has helped the organizations to deliver Customer-Oriented Services. ERP, ORACLE and other DBMS. Networking has helped organizations to connect globally to the customers. Internet has raised number of customers for the organizations.
LATEST STATUS ( contd. ) Culture of Customer Satisfaction among the organizations. Cyclic Surveys. Low Response Time for Customer’s complaints. Organizations gauge their treatment with the customers. 27×7 Customer Service Centers. Empathetic Customer Support Executives. Giving additional services.
LATEST STATUS (contd. ) Customer-Orientation through frequency programs. Just-in-Time delivery helps organizations to build trust among their customers. Methods of derparmentation or process at the Service Support Centers. Focus on clearing barriers.
Customer-oriented systems force service providers to be accountable to their customers. They depoliticize the choice-of-provider decision. They stimulate more innovation. These systems give people choices between different kinds of services. There is less wastage, because they match supply to demand. Since customer-oriented systems empower customers to make choices, and empowered customers are more committed customers. These systems create greater opportunities for equity
Gap 1: The difference between the service actually desired by customer and what company perceives . Gap 2: The difference between companys understanding of the service desired by customer and the service as designed to be delivered by the company, and the performance standards set for the same. Gap 3: The difference between the service design and actual service delivered. Gap 4: The difference between actual service delivered and the service as perceived by customer. Gap 5: The difference between service as perceived by customer and service expected by company.
Know the customers Align the Organizational Capabilities Adopt a Complaint Service testers and “Secret resolution process. Shoppers”. Communicate regularly with Customer surveys. your employees Customer behavior research.
Empower Your People Integrate service into standing staff meetings Offer customer-service training Reward great service.
In today’s scenario the needs of every individual are changing. It has become necessary for all the sectors to change their policies and services according to customer’s needs. In case of Airlines, there is a huge variations in profits earned by them one of the reason that one airline is providing much better services as compare to other. It also gives rise to the competition which encouraged the competitors to do better than other which will ultimately at end help customer. E.g. - Indigo airlines Policies formulated for providing services should be made by keeping into view the future benefit derived from that service provided. That policy or service provided should not be for only that particular period the company must analyse its future scope whether it will be beneficial in future or not. The future scope of that service provided must compete in the present market condition
Time constraint was big issue as we had to submit two other projects simultaneously. Problem with the internet was another issue as there was a problem in Kashmir valley so the internet service was slow and sending data through mails to the other members was difficult. Conflicts among the members because of miscommunication also led to misunderstandings. A non contributing group member one member as married recently could not contribute towards the project. Understanding of the topic took time till end.
www.wikipedia.com www.marketing91.com www.docstoc.com Customer service delivery: research and best practices: Google book www.customerthink.com http://www.sefas.com/en/professional-services www.hdfcbank.com http://www.sbi.co.in/ http://www.google.co.in/ Emerald | Managing Service Quality | Developing customer oriented service: a case study Emerald | Journal of Services Marketing | A customer-oriented new service development process http://www.jstor.org