Components Of A Customer Focused Environment Marketing Essay
|✅ Paper Type: Free Essay||✅ Subject: Marketing|
|✅ Wordcount: 3699 words||✅ Published: 1st Jan 2015|
List down the Major components of a customer-focused environment and briefly discuss each. Research on an existing service-oriented organization (e.g. school, hospital, law-office, etc.) in Malaysia and explain how these components are applied and practiced.
To deliver a superior customer performance at Pizza Hut Sdn. Bhd, you are tasked to handle customer complaints. Identify the types of complainers and describe how to respond to customers problems effectively according to each type. Cite one scenario from the company’s experience and briefly discuss the kind of empowerment needed to respond in a positive manner.
Question 1 Answer
Customer relation plays an important role in every corporation as every corporation is dealing with customer in every business aspect, there will be customers involved in every trading and customers are the source of revenue in a business. Apart from having a good product to sell or providing services, customer relation is equally important as without a good relation and trust with the customers, they will not engage or repeat the service offered by a particular corporation. Every corporation is looking to turn their customers from trial level to a repetitor then lastly to loyal level in the consumer distribution funnel to secure the business. Corporation will come out with characteristic or key major components of its own to build up a strong relationship with its customer in order to secure business as well as to capture the share of market.
There are a few major components of a customer-focused environment as below:
Enhancing Expectation. (be inspiring)
A corporation that will always seek ways to continue to improve or enhance its services to bring the customer experience to a higher level.
A corporation that will continue provides what is needed and wanted by the customer.
A corporation that will creates impact to delight and good impression to show that the corporation appreciates the customer than any of the competitors.
A corporation that will always build strong rapport with the customer to excite or delight the customer and respect them as a business partner.
Managing Expectation. (make it easy)
A corporation that will always listen to customer’s feedback on the services.
A corporation that will always seek to understand by conducting survey to improve and deliver the expectation.
A corporation that is effective by responding or revert back to the customer after analyzed a complaint by giving constructive solutions and not excuses in a timely period.
Ethical of Work (be respectful)
A corporation that will provide correct and accurate information and straight to the point according to the company policy so that the customer will not feel upset or challenged.
A corporation that will ensure that the employee handle the customer in a professional way as there will not be misleading guides or statement.
A corporation that will allow zero tolerance for misleading statement or wrong information to avoid customer to judge that the corporation is unethical.
A corporation that will not over promise or under deliver. Only tell the truth of the situation or problem. Keep the customer at the same page with the company policy on what can be done and what not.
A corporation that will make sure the employees will not bring their personal matters or problems to work and throw tantrum on the customer to release the frustration.
Customer Service Excellent. (keep promises)
A corporation that always emphasis on being friendly to the customer.
A corporation that will always make sure that customer are being greeted with a smile the moment the customer is being engaged.
A corporation that will always listen, attentive and responsive to the customer.
A corporation that will take account of the customer feedback as part of performance in the annual review.
A corporation that will always take the customer inquiry as the priority.
A corporation that will always ensure the best service is being offered to maximized customer retention and minimized / preventing customer defection.
Example of an existing service-oriented organization in Malaysia will be Digi Telecommunication Sdn. Bhd.
Official Website: www.digi.com.my
Products: Telecommunication services and mobile services
Address: D’House, Lot 10, Jalan Delima 1/1, Subang Hi-Tech Industrial Park, 40000 Shah Alam, Selangor.
Telephone Number: 60 (3) 5721 1800
Information: As one of the Malaysia’s leading telecommunication provider with outlets all across Malaysia. Digi Telecommunication provides mobile voice and internet services.
Customer Service Charter
We have a vision of being a company that is always ‘Changing the Game’. We do this by constantly pushing the boundaries, de¬ning new standards, and ensuring continuous improvements in all parts of our business.
We deliver Internet for All as part of our commitment to building a connected Malaysia, enabling access to mobile internet services and applications by offering customers the right combination of devices, value pricing, and the best usage experience of mobile internet.
We take ownership for delivering on our goals and responsibilities, and pride ourselves on driving quality in everything we do.
Make It Easy
We aim for simplicity in the way we work, and in offering products and services that are easy to understand and easy to use.
We are open-minded and professional in our conduct, and appreciate differences in cultures, opinions and outlook.
We bring passion, energy and creativity into everything we do, and make every effort to constantly drive change and continuous improvement.
Enhancing Expectation. (be inspiring)
Digi always seek ways to continue to improve or enhance its mobile network services to bring the customer experience to a higher level by expanding their current telecommunication network to a bigger area of coverage as well as upgrading the internet speed.
Digi continue to provide what is needed and wanted by the customer by introducing variety of mobile packages to suit customer’s usage and add value by offering postpaid packages and prepaid package. Digi was the first telco in Malaysia that provide prepaid package.
Digi creates impact to delight and good impression to show that the corporation appreciates the customer than any of the competitors by having Digi Privileges, Music Specials and Digi Priority Service Membership that breaks down to 3 levels depending on usage and tenure. Membership: Platinum, Gold and Silver.
Digi always build strong rapport with the customer to excite or delight the customer and respect them as a business partner by having a team of customer service agents to serve Platinum members and a team of well trained “Elite Customer Support” to provide door step assistant to solve technical issue on site. Priority treatment provided by Digi Customer Service at higher level of service. Early notice advantage to discover hottest promotions and offers, tailor-made exceptional packages and offers and special surprise activities and exclusive events.
Managing Expectation. (make it easy)
Digi always listen to customer’s feedback on the services or enquiries by having 24 hours customer service helpline and Digi outlets across Malaysia to assist customer as well as solving the customer’s problem.
Digi always seek to understand by conducting survey to improve and deliver the expectation by engaging a 3rd party by the name of CFM on feedback or complaint. www.consumerinfo.my (firstname.lastname@example.org)
Digi is effective by responding or revert back to the customer after analyzed a complaint by giving constructive solutions and not excuses in a timely period by having a team of well trained customer support personnel.
Ethical of Work (be respectful)
Digi as a public listed company and customer focused organization, to provide correct and accurate information and straight to the point according to the company policy so that the customer will not feel upset or challenged. Digi also make sure that the employee handle the customer in a professional way as there will not be misleading guides or statement. Zero tolerance for misleading statement or wrong information to avoid customer to judge that the corporation is unethical. Digi will not over promise or under deliver. Only tell the truth of the situation or problem. Keep the customer at the same page with the company policy on what can be done and what not. All these are inside Digi’s Code of Conduct, a rule book that stated all company policies and regulations.
Digi will make sure the employees will not bring their personal matters or problems to work and throw tantrum on the customer to release the frustration. Disciplinary action will be taken against those who break the Code of Conduct.
Customer Service Excellent. (keep promises)
Digi always emphasis on being friendly to the customer and make sure that customer are being greeted with a smile the moment the customer is being engaged as the moment you step into a Digi outlet, customer will be greeted by the customer support personnel and he / she will offer to help you immediately. If is for payment, he/she will lead the customer to the payment machine, if is for enquiries, he/she will get the customer a ticket and the customer will be attended shortly. If it is for mobile packages, the customer personnel will explain thoroughly and advise the customer accordingly. Listen, attentive and responsive will be the key value for Digi’s customer service personnel.
Digi will take account of the customer feedback as part of performance in the annual review. If there is a lot of negative feedback on a particular personnel, the department will take necessary action such as lower to zero salary increment and the bonus payout.
Question 2 Answer
Every organization will have the issue of service breakdown in the daily business operations. Service breakdown will happen when customer’s expectation or satisfaction is not met. In today’s business, most of the customers are tech savvy and educated; hence it is easier for customer to complaint a product or services. Smartphone with camera and video functions as well as internet access via Smartphone has created another alternative or platform to lodge complaint other than lodging complaint through conventional platform such as newspaper or television.
There are a few types of complainers that can be found in our daily life and every type of these complainers will have their own characteristic and the customer response strategy is as below:
The Meek Customers are customer who has problem or dissatisfaction with the services or product of an organization but The Meek Customer will not voice out to that particular organization. The Meek Customer does not believe in complaining as it will not help or do any good, they also believe that it is waste of time and energy making complain. Sometimes their personal attitude and values restrict them from complaining. Generally these Meek Customers will not complain. But these customers will post a greater threat to an organization.
Customer response strategy:
The Meek Customer. Generally, will not complain.
Response: Must work hard at soliciting comments and complaints and act appropriately to resolve complaints.
The Aggressive Customer. Opposite of the Meek Customer. Readily complains, often loudly and at length.
Response: Listen completely, ask: “what else?,” agree that a problem exists, and indicate what will be done to resolve it and when.
Danger: Being aggressive in return. The Aggressive Customer does not respond well to excuses or reasons why the product or service was unsatisfactory.
The High-Roller Customer. Expects the absolute best and is willing to pay for it. Likely to complain in a reasonable manner, unless a hybrid of the Aggressive Customer.
Response: Is interested in results and what you are going to do to recover from the customer service breakdown. Always listen respectfully and actively and question carefully to fully determine cause. Ask: “what else?” and correct the situation. Like the Aggressive Customer, the High-Roller Customer is not interested in excuses.
The Rip-Off Customer. The goal is not to get the complaint satisfied but rather to win by getting something the customer is not entitled to receive. A constant and repetitive “not good enough” response to efforts to satisfy this customer is a sure indicator of a rip-off artist.
Response: Remain unfailingly objective. Use accurate quantified data to backup your response. Be sure the adjustment is in keeping with what the organization would normally do under the circumstances. Consider asking “What can I do to make things right?” after the first “not good enough.”
The Chronic Complainer Customer. Is never satisfied; there is always something wrong. This customer’s mission is to whine. Yet, he is your customer, and as frustrating as this customer can be, he cannot be dismissed.
Response: Extraordinary patience is required. One must listen carefully and completely and never let one’s anger get aroused. A sympathetic ear, a sincere apology, and an honest effort to correct the situation are likely to be the most productive. Unlike the Rip-Off Customer, most Chronic Complainer Customers will accept and appreciate your efforts to make things right. This customer wants an apology and appreciates it when you listen. Tends to be a good customer (in spite of his constant complaining) and will tell others about your positive response to his complaints.
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The genuine complainer- this is a guest who has had something go wrong that is not their fault and has cause to complain about it, it does not usually ruin their experience if dealt with correctly, unless of course they have had a series or errors or issues. Reasons for this complaint could be over cooked food, something not working in their room, an unacceptable waiting period. This is the best type of complaint because with an apology, understanding and a solution this guest is likely to leave happy.
High expectations- this is a guest who has a much higher expectations than the premises provides, this is usually not either parties fault, we as a company simply do not match the expectation. This can be for many reasons such as many hotels now offer free WIFI as a standard so when a guests arrives at a hotel this may become part of the expectation, so when they find that WIFI is chargeable and actually quite expensive their expectation has not been matched and they are immediately disappointed. I think another reason for this disappointment is often because heavy branding, for example, if you are used to staying in one brand you get use to the goods and services they offer, so when you have no alternative but to stay/ eat in another establishment they may have different goods and services offered that usually you would be happy with but you’re so used to your usual brand it may not match up. I have also found that from my experience of working in five star hotels, guests often have saved and looked forward to their stay for a long time. They may never have stayed in a five star hotel and expect it to be out of this world and often the product and service doesn’t match up to those high expectations.
Fussy- this is guest who has very high expectations and expects the service, good and food to match those expectations. This guest often doesn’t distinguish between different standards such as budget, three, four and five star hotels or branded and privately owned venues. They expect the service to be excellent where ever they go; these people I imagine are often disappointed. If this person feels cause to write a complaint they will often compare you to something incomparable, for example a mid market brand with a high end brand.
Professional complainer- this is a guest who will complain no matter what you do, they know if they complain it is likely they will receive a discount or not have to pay at all. They often go to places that are advertising a recent change in management or ownership and compare it to how it used to be. They also threaten you quite early on in the complaint to get the scare factor such as I am going to report you to â€¦. I am going to post this issue on trip advisor/ I am a travel writer or I am going to write to your boss/ head office.
Often a professional complainer will begin by raising their voice to ensure all guests hear, they may get personal and be intimidating. They always know their rights and usually get what they want. It is unlikely they will return as they would not want to be recognized.
Variety of negative emotions can occur following a service failure, including such feelings as anger, discontent, disappointment, self pity and anxiety. These initial negative responses will affect how customers evaluate the Service Recovery effort and presumably their ultimate decision to return to the service provider or not. Many customers are very passive about their dissatisfaction, simply saying or doing nothing. It is known that those who donot complain are least likely to return. For companies, customer passivity in the face of dissatisfaction is threat to future success.
This group of customers is least likely to take any action .
They are unlikely to say anything to the provider
Less likely than others to spread negative Word of Mouth, unlikely to complain to third party.
They often doubt the effectiveness of complaining, thinking the consequences will not merit the time and the effort they will expend.
These customers actively complain to the service provider.
Less likely to spread the negative word of mouth, to switch patronage, or to go to third parties with their complaints.
These customers to be viewed as the service providers friend.
Actively complain and give company a second chance.
They believe complaining has social benefits and therefore don’t hesitate to voice their opinion.
These customers are more likely to engage in negative word of mouth to friends and relatives and to switch providers than are others.
They feel alienated from the market place.
They are angry with the service provider although they do believe that complaining to the service provider can have a social benefits.
They are less likely to give the service provide a second chance.
These consumers are characterized by above average propensity to complain on all dimensions.
They will complain to the provider, they will tell others, and they are more likely than any other group to complain to third parties.
They have a very optimistic sense of the potential positive consequences of all types of complaining.
Why do/ don’t customers complain?
The categories just described suggest that some customers are more likely to complain than others. As individuals, these customers believe that positive consequences may occur and that there are social benefits of complaining, and their personal norms support their complaining behavior. They believe they will and should be provided compensation for the service failure in some form. They believe that fair treatment and an good service are their due, and that in case of service failure, someone should make good. In some cases they feel a social obligation to complain – to help others avoid similar situations or to punish the service provider. A very small number of consumers have ” complaining” personalities – they just like to complain or cause trouble. Those who are unlikely to take any action hold the opposite beliefs. They often see complaining as a waste of their effort .
Handling Customer Complaints
All good managers want to hear about every complaint their customers have. Only when a complaint has been expressed can the appropriate corrective action be taken. Without customer complaints management often assumes that everything is okay.
It is estimated that for every customer complaint received, there are at least 26 complaints that are never expressed. What are the implications of this statistic? Furthermore, a customer with a complaint is likely to tell 20-25 other customers and potential customers about his complaint. Therefore, every organization needs a procedure for resolving customer complaints.
A Suggested Customer Complaint Procedure
Consider the following eight-step customer complaint procedure for handling customer complaints in your organization:
Provide customers with the opportunity to complain.
Give customers your full and undivided attention.
Ask the key question: “what else?”
Agree that a problem exists; never disagree or argue.
Resolve the complaint. (Ask again: “what else?”)
Thank the customer for bringing the complaint to your attention.
As you examine these eight steps, determine which ones your organization does most and least effectively. Use your answers to determine where you need to improve your customer complaint procedure.
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