Customer service involves understanding customer needs and delivering satisfaction throughout the customer experience. Effective businesses aim to anticipate and meet or exceed customer needs through all aspects of customer interaction from initial contact through after-sales support. Key aspects that underpin customer satisfaction include ease of use, building personal relationships, convenient payment options, effective complaint resolution, and after-sales service.

1. Customer service is a series of activities designed to
deliver customer satisfaction. The process of providing
customer satisfaction is based on an understanding of
what customers want and need.
Effective businesses aim to anticipate and meet or exceed
these needs. It also requires effective communication. A
high quality customer experience needs to apply from
initial contact through to after-sales care, whether the
customer generates a one-off transaction or regular repeat
business.

2. There are many different aspects which underpin
customer satisfaction in a business. These include:
 Ease of use – educating customers so that they know how
to get the best from the service or product and designing
services that are easy to use and access. Ex: Financial
polices, Kent water purifier etc.
 Personal relationships – building a support with
customers to make them feel valued and that their needs
are important, so that they develop an attachment to the
service. Ex: SBI, Reliance One, Jabong.com
 Appropriate payment systems – enabling customers to
pay in ways that are convenient to them and at appropriate
times, such as on satisfactory completion of service.
Factors affecting customer satisfaction

3. Ex: * Cash on delivery (sun frame), * Online payment
(Bajaj electronics), * call & get the order (pizza,
restaurant) various organisation realized that people are
very much interested to received their need into the door
step so this option came.
• An effective complaints process – dealing with any
problems or complaints promptly and making sure
customers know of the outcome. Ex: Zuvi.com
• After-sales service – checking that customers have had a
satisfactory experience and offering other potentially
relevant services to extend the customer relationship.
Ex: Homeshop18.com -Feedback review system
Questionnaire about the purchased product, thanking
latter etc.

4.  On-time delivery –aims to deliver all Product,
documents, parcels and freight to the customer’s required
timescale through its door-to-door integrated air and road
network . – Building trust and Image in the society.
 24/7 tracking – Online technology makes it possible for
customers to track where their consignments are at any
time of day, giving them reassurance. – Time saving,
Huge verities.
 Personal attention – can accommodate specific customer
requirements for safe delivery of unusual or fragile items.
For exam: Birthday wishes (SBI), Subway,

5.  How does your agency manage customer service? Do
you have a plan, and follow it—or do you just "wing
it"? If we want to get a better handle on your agency’s
customer service efforts, here’s a 10-step plan to develop
and implement an effective customer service strategy.
 Identify your target customer:
- segment target customers based on their common
behaviours.
- Determine the priorities of your customer
- focus on customers with high current or future value
example: such as early boarding privileges to their
frequent flyers.

6.  Determine what your customers want:
- online customer satisfaction surveys
- phone or email survey
- user testing
 Create a culture of customer service
- Management must regularly interact with customers so
they understand evolving customer needs.
- Most importantly, front-line customer service workers
must be empowered to actually solve problems on the
spot.
- In the best performing private companies, CEOs ensure
that employees at all levels understand their customers
and are given the tools to serve them well.

7.  Clearly communicate service standards &
expectations.
- Clearly define the standards and make them publicly
available.
- Clearly defined goals helps motivate employees and
helps manage customer expectations.
 Provide consistent service across channels
- Consistency of service across channels is critical—a
customer who gets an answer on the phone should
receive the same answer in-person at a local office, via
the website, over email, or via mobile device.
- Agencies should continuously collect comprehensive
customer feedback across the whole customer experience
—not just via each channel.

8.  Establish a vision for customer service excellence
- The vision statement should be simple and may also
identify what the company does not want to be.
- Continually reflect on the vision and goals and the way
services you're delivering service.
- Be creative about the ways you create and deliver new
services.
 Implement an external strategy
- Use advertising/educational strategies to set appropriate
customer expectations.
- Provide a feedback loop to incorporate customer
comments and complaints into the planning process.

9.  Focus on recruiting and retaining good employees
- Capable workers who are well trained and fairly
compensated provide better service, need less
supervision, and are much more likely to stay on the job.
As a result, their customers are likely to be more
satisfied.
 Empower employees to resolve customer service
problem
- Empower frontline employees to do what it takes to
satisfy the customer.
- In general, rules should be simple and few.
- friendly Environment.

10.  Develop good communication and reward system
- Ensure that divisions and individuals within your agency
communicate.
- Frontline employees who take customer questions, and
other employees who have answers to those question,
need a support network. A customer should never have
to tell one employee what another employee already
knows.
- Develop cross-functional teams for operations and
improving service. Ask the people who are doing the
work for suggestions to improve productivity.
- Finally, measure employee satisfaction regularly.

11.  Need Recognition: The buying process starts when the
buyer recognizes a problem or need the buyer senses the
differences between actual state and desired state.
 Information search: Customer will be included to search
for more information we can distinguish between two
levels. The milder search state is called heightened attention
and the second level is the active information search.
 Evaluation of alternatives: How does the consumer
process the competitive brand information and make a final
judgment of value ?

12.  Purchase decision: In the evaluation stage the consumer
forms preferences among the brands in the choice set, the
consumer may also form a purchase intention to buy the
most preferred brand.
 Post purchase decision: After purchasing the product the
consumer will experience some level of satisfaction or
dissatisfaction, the marketers job doest end when the
product is bought but continues into the post purchase
decision.

13.  1. Cultural factor : - culture
- Sub culture
- Social classes
 2. Social Factor : * Reference group
* Family
* Roles & status
 3. Personal Factor : - Age & life cycle stages
- Occupation
- Economic circumstances
- Lifestyle
 4. Psychological Factors: Personality, Attitude, Learning
etc.

14. THANK
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