Mass production and higher demand also encouraged business owners to settle into various collaborations and partnerships to respond to client orders. Local markets expanded across cities and ultimately across nations, and hence we speak nowadays about international industries such as the construction industry, the food industry and so on. With the development of the international market, buyers’ standards were also transferred, and product lines underwent new changes and modifications to suit other cultures and mentalities. Customer care standards are continuously advancing as products become more diverse and flexible to please clients – it’s a never-ending cycle of change.
As customer care standards improve, the structure within a company must change. This is an important point when talking about customer service because we can see how the client response changes products, and we can see it is a movement that happens all the time.
Changes in the marketing field
Visual communication has been the main driver for customer service for many years. Drawings, leaflets, TV commercials and now online websites, online brochures or business cards are the marketing tools used most frequently. In the past, a product’s description or instructions were written in just one language. However, today we can see that product descriptions are often written in at least 5-6 languages; this is due to the international spread of markets and the extension of consumer targets.
Early in the Industrial Revolution ages, business owners hired salespersons and form sales departments because the level of production increased. This need to include a sales department in the structure of the business rose primarily due to high order volume, which a business operated by one man could not handle.
Once the orders were fulfilled, logistic procedures followed – accounting, inventory management, and statistics for a new production line. Since people’s buying behavior changed, clients were now issuing complaints and requesting more information about the products. The invention of the telephone improved the communication between customers and businesses. The “town criers” of past times were replaced by newspapers, radio channels, or magazines. Business owners had to create a department inside the company that paid attention to what attracts buyers. Additionally, they had to come up with exciting designs for products, collect information about customers’ needs, and transform them into advertising methods.
It took some time for the marketing field to develop, and we cannot talk specifically about the concept of “marketing” since it’s still changing and innovating as behavior changes, too.