This literature review document will help you prepare for your exam, research, and assignment. This document includes information about the evolution of customer service, importance of customer service in a retail organization, overview of the value of having quality customer service, two approache...
Vaal university of technology ( SOUTH AFRICA)
Retail Business Management
2nd year
This document is a literature review of customer service in
the Retail sector.
, 2|Page
Table of Contents
The evolution of customer service.....................................................................................................................3
Importance of customer service in a retail organization...................................................................................4
The value of having quality customer service.....................................................................................................4
Two approaches of customer service.................................................................................................................5
Issues and challenges of customer service.........................................................................................................6
Conclusion..........................................................................................................................................................7
References..........................................................................................................................................................8
, 3|Page
Introduction
Customer service is the assistance and guidance offered by a business to individuals who
purchase or use its products or services. Each sector requires a unique level of customer
service, but the ultimate goal of a well-executed service is to increase profits. The opinion of
the success of customer service interactions depends on staff "who can adapt to the
customer's personality. Customer service frequently reflects the strategies and core
principles of a company. Typically, the quality of customer service is judged by client
retention. For some businesses, customer service is an intangible value that can distinguish
it from competitors in the field. One positive customer service encounter can transform a
business. For the past three decades there has been a shift in organisational strategic
focus from being product driven to being market driven. The product organisation was
focused on product quality but recently retailers are entrusting sales force to create the
target market (Lucas,2015).
The evolution of customer service
In the past, customer service was not a priority for businesses. People would wait on hold for hours
only to be told to call back later or speak to a call agent who lacked professionalism and the
necessary knowledge to solve the problem.
Customers would wait for long hours with agents on telephone as queries were not prioritised. This
however has had rippling effects to organizations. For an example, customers would switch to
competitors (Blacke Morgan 2020:56)
Today, customer service has come a long way, evolving from business-centric interactions to those
that focus on the customer experience (Jarrod Davis 03.02. 2020).In the past customer service
could be defined as customer service that was convenient for the business (Davis, 2020).
In the beginning, dealing with consumers was a straightforward business transaction. If the
customer needed assistance, the transaction was virtually over at that point. Since then, customer
service has improved, but it still had to happen during business hours. The customer journey
doesn't end with the first transaction; it's now equally important to deliver exceptional customer
service after the sale. Organizations have adopted a digital customer service strategy where
customers can contact the company through multiple channels, with self-service options, and
around-the-clock accessibility.
Customers expect high quality customer service available 24/7and in the most convenient to the
customer. Technology has made it possible for customers to be able to resolve customer service
issues on their own, without having to communicate with alive agent. Customers expect businesses
to offer self-service on their website to get answered immediately and the problem is more complex
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