Assess the significance of delivering exceptional customer service and complying
with applicable current rules and regulations for a certain firm.
Customer service is the process of assuring a product or service's satisfaction with the
customer. Customer service is frequently provided when conducting a transaction for the
customer, such as making a sale or returning any goods but it may also occur before and
after the transaction. Customer service can be provided in person, over the phone, through
self-service technologies, or through other ways of communication. If a consumer has a
favourable experience, there is a good chance that the customer will return to the firm. If
the customer feels that their expectations have been fulfilled and surpassed, the experience
will be pleasant, which will increase the business customer retention. Getting customers and
hanging on to them is an important issue for many businesses and high levels of customer
service can be important in achieving these aims. It is also important to remember that
retaining customers is much cheaper than trying to obtain new ones. Providing good
customer service is essential to Amazon, valuing their customer time, having a pleasant
attitude towards their customers and providing knowledgeable and helpful feedback and
experience can contribute to the success and establishment of offering excellent customer
service for Amazon to its customers.
Amazon provides excellent customer service by following a scheme that they have that
keeps customers happy and allows the shop to work in a particular system. They use the
acronym GOALS, the individual letters for these words stand for greet, observe, ask, listen
and serve. Amazon has employed this strategy, to enable improved customer experience
when external stakeholders enter their service. They greet the customer because Amazon
believes that customers like to be welcomed whether they intend to buy or not. This will
also make the customers feel welcomed to their e-commerce service. The reason that they
observe is because Amazon believes that all customers are different, and some may need
more assistance than others. So, the staff members should observe to see when it looks like
a customer is in need of help. They should also be able to read the customer signals that
show they need help. The reason why the staff ask is because customers can become
frustrated when there is a lack of service available. Amazon believes it is important to let the
customer know that staff are interested in their shopping experience, this way customers
will be more satisfied. The reason Amazon staff are required to listen very well is because
they believe that is important for their customers to be valued. Then after all of this Amazon
staff must serve well. This will make the customer feel satisfied and possibly promote other
people to the business. It is very important Amazon follow these steps in store whilst
providing customer service because it leads to success of their business. Amazon needs to
ensure that customer service is top-notch or at its highest calibre, as they are mainly a
business that heavily rely on its service to their customers and how they communicate and
interact with its customers, which can influence whether the customer wants to remain
, loyal to Amazon or not. Accuracy as well as honesty can lead to trust, a hugely important
quality in the online world as well as contributing to the online shopping market. If amazon
is honest with their buyers, they will increase their chances of sales and start to build a great
reputation, as customers are becoming more and more reliable to utilising their service.
Furthermore, another benefit for Amazon providing good customer service includes that it
increases customer loyalty as well as customer retention, meaning that if Amazon is able to
satisfy customer experience and satisfaction of their service, it will lead customers to keep
coming back to their business and keep buying from their service which can aid Amazon into
building a long-term relationship with its customers, which can result customers to start
buying from amazon because they feel that customer are being well treated, respectfully
and taken care of compared to other e-commerce companies, such as eBay, Wish, Walmart
and Etsy and many more . Overall which will increase amazon profitability, as well as
customer credibility in Amazon e-commerce service which will further increase Amazon’s
reputation of its customer service, as being a welcoming service to everyone, doesn’t matter
if there are language barriers or concern of special needs, amazon has the establishment of
creating equality between every customer for special requirements. Thus enabling amazon
to establish a positive reputation of their customer service, through loyal customers
generating positive word-of-mouth about Amazon service. Amazon has clearly identified the
best way to capture customer feedback across the organisation. They use feedback from
peers and managers where they notice a team member giving exceptional customer service.
From here, they can build a toolkit of best practice within their organisation. Amazon
customer feedback can also tie in to an Employee Recognition Scheme to give recognition to
the individual or team who delivered the exceptional service. Amazon Recognition scheme is
used in this way so employees are more likely to ‘go the extra mile’ for their customers.
Amazon gathers feedback from their customers, through asking about the areas they want
to focus on. Amazon conducts surveys to better understand the consumer, through asking
questions such as ‘How could we improve our service for you? What are your desired
needs? what could we do to offer better customer service for you’. Through this
questionnaire, amazon can find out ways to improve its customer provision and experience.
However on the other hand the way Amazon can improve their customer service is through
investing in customer service training. Amazon can adopt and implement a training provider
who will really get to know amazon better and who can support amazon with strategy and
service standards. An experienced and engaging training provider will be able to support
amazon and their employees in delivering personalised, tailored customer service, in a
sustainable way to satisfy and exceed customer expectations. Alternatively, amazon could
develop their own internal customer service training programme to raise the importance of
customer service, product knowledge and skills within their staff members. Amazon can hire
a training provider that should be able to support and guide amazon in selecting the best
activities to achieve their goals in the most effective way. Amazon may also wish to train
their team leaders to deliver regular bite-size customer service training sessions. This can
