Customer Service
Customer service is the provision of service to customers before, during and after
purchasing a product or service. It means how friendly a travel consolation is, how quickly a
phone call was returned, the cleanliness of the aircraft etc. By delivering good customer
service, we will have repeat customers. We have to ensure that customers will choose us over
our competitors. Many organisations provide similar products and services and the customer
often prefers the organisation with high levels of service. It is the quality of the customer
service that helps the customers choose the right product for their needs. We can deliver good
customer service if we give the staff training, our products are up-to-date and the levels of
service are monitored and evaluated. If we deliver it poorly, the consequences will be
negative publicity, financial loss, damaged reputation suffers, litigation and losing the best
employees. That is why we have to be the best option for them.
The first impression is what the customer thinks in the first few seconds. A customer can be
very disappointed by seeing a long queue or the staff ignoring their customers, but they can
be satisfied as well, if they are being served immediately and they see clear desks, smiling
staff. The first impression is crucial to the organisation, as it will determine whether the
customer will decide to use their service again and recommend it to other people. If the
customers have a bad impression the first time, it will be hard to change it. For example,
Thomas Cook’s employees are helpful and nice, they are well dressed in a uniform, which
matches the company’s logo and they provide an excellent service.
Speed and accuracy of service are critical for major companies such as Virgin Atlantic. This
can determine how effective the organisation is therefore if it were quicker and accurate,
customer service would be more efficient. The employees of Virgin Atlantic always greet the
customers straight away and they answer the e-mails within 24 hours. Their customers also
can check in online fast. At Thomas Cook, it is vital that employees know about the products
and services offered, as it will reflect on the customer’s decision about the organisation and
whether it was accurate and speedy. Customers are enabled to browse through their special
deals with the mobile app. As an employee, you must know where to find out everything (the
questions of a customer you may not know), how to use the computer and telephone systems
efficiently, who to refer complaints to, opening times, product details and what the
organisation sells.
Consistency means a high level of service is given all the time to all customers. Virgin
Atlantic’s complaints procedures show that they are consistent. The customers can complain
by their cabin crew, contact centres and airport staff. If a customer would like to have fully
resolved complaint they also can fill out a complaints form, fill an online feedback form, or
write to Customer Relations.
Providing products and services that meet customers` needs. All organisation needs to
assess this continuously. A good example is Virgin Atlantic. They offer loyalty scheme called
the Flying Club, in which customers can earn points and get discounts off their future flights.
They also offer car-hiring service, airport transfers, hotels, foreign exchange and all-inclusive
holidays. Thomas Cook offers multiple all-inclusive holidays, City Breaks to Dubai, Rome
etc., and ski holidays, cruise holidays, just flights, just hotels, foreign exchange and visas.
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