The requirements of the contemporary consumer in respect to the level of quality of customer care service are growing with each year. It should be noted that this is happening in a time of fierce competition for different market segments. The similarity of the existing services or goods makes companies use all their efforts to win the trust of consumers. The most effective way to attract consumers is not only a flexible price policy, but also qualitative services.
Today it is well known that the path to financial success and business prosperity is through the provision of a product that satisfies consumer requirements to the full extent. For many successful companies, the main point of entrepreneurial activity and competitive advantage is to provide total customer satisfaction. Such companies make the cornerstone not the profit, but the potential customer and his concerns and requirements.
Qualitative customer care service: An overview
Qualitative consumer service doesn’t mean a trivial “thanks for buying” and “please come again”. First of all, it’s an established system of interaction with a customer at all possible levels. The organization of a qualitative service system needs a clear action plan for each non-standard situation. Among the mandatory actions in a service system structure, the following could be provided:
- Optimization of the presently-existing business processes of customer care and interacting with the client;
- Adjustment of the organizational structure of the company;
- The introduction of new guidelines and standards which govern personnel actions, etc.
The success of customer service depends mostly on a comprehensive and methodical approach in the provision of customer service.
Aiming to adequately respond to fluctuations and changes in the market, many modern companies form specialized structural customer care units. Such departments can work with clients or execute control over the service quality. These departments have one major functional purpose - to effectively secure customer feedback - and can accomplish the following tasks:
- Work with claims and complaints of customers;
- Analyze and prepare statistical reports;
- Train the personnel which are interacting directly with clients;
- Execute external communications and interactions with customers.
The main aim of the specialized customer care department is to motivate the client to choose your company and to secure usefull client feedback. Only by successfully interacting with clients will you be able to understand all the potential insufficiencies in the existing workflow, and then to find the least expensive and best way to solve such problems and to have a clear competitive advantage.
Nowadays, the traditional concept that a company has the liberty to choose the level of customer service it aims to provide has become outdated. New business models are in use which are focused on the customer and predefine customer care according to the client’s expectations. In today’s market, the level of service is being controlled by the end consumers. The potential buyer’s role provides market participants with certain rights and opportunities.