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Service marketing study notes helpful for exam
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Consumers buy from people they like and people they can create a relationship with. It's no longer enough to just provide customer satisfaction; you must create customer loyalty. Customer service is a vital part of marketing your business ad consumers talk about customer service, they tweet or post on social media or convey feedback through word of mouth about your customer service. Perhaps a few things to consider: Do you have a return policy that is outdated? Do you make it difficult for customers to talk to you? Are there processes within your business that are hard for them to understand? Do your hours serve your customers, or do they serve you? The following are the best practices that a company should follow:-
Amazon is best known for its genuine, fastest delivery and most importantly their relationship with customers and the services they provide to satisfy customers.
3. Give your users the power of DIY service. Amazon has an incredibly detailed yet easy-to-navigate help center, which lets you drill deep into a number of specific concerns. Under the hood, there are thousands of articles, but the surface experience is streamlined, visually appealing, and in sync with the website’s shopping experience where users search by category or by specific need. With streamlined help and customer service paths, shoppers save time and feel empowered as they find their own solutions. 4. Nurture a community of fellow customer support. Sometimes, it takes a village to solve a problem. Through hosting numerous forums, Amazon has made it easy for shoppers to tap into the wisdom of the crowd to get their customer support. The benefits are numerous. When customers help one another, Amazon’s service representatives can handle customer requests at a faster pace. And those users who do help one another get the satisfaction that comes with knowing they are part of a community. 5. Make personal interactions an easy option. If Amazon’s self-service FAQs or community forums can’t solve the problem, customers have the option of reaching out to a real person. Callers get 24/7 support and are almost never put on hold. Amazon has also amazed with a free customer support service called “Mayday.” Owners of Amazon Fire phones can tap a “Mayday” button and get instantly connected via video to a tech advisor. The user sees the advisor live while the advisor only sees what’s on the phone screen. It’s yet
another example of how important human interaction can be to ensure quality customer service.
6. Help your buyer stay connected – wherever they are, whenever they want****. The tipping point has passed for mobile commerce as more than half of customers now use their devices to make e-commerce purchases. Amazon’s mobile-first approach has become an industry standard, an impressive feat given the company’s vast array of products and categories. Streamlined and easy to navigate, Amazon’s site provides smart categorization and search functionality. With auto-fill, 1-click ordering, and other features, the shopping experience is one of convenience — something critical for modern-day shoppers on the go. Follow Amazon’s lead and meet your customer anywhere they are, as you build loyalty and appreciation by always keeping mobile in mind. 7. Foster relationships between customers and brands. Amazon also wins points for advocating for the consumer when there is a problem with a vendor’s product or delivery process. In addition to this, the company builds relationships between its shoppers and hosted brands. Last year the company launched Amazon Exclusives, an initiative for entrepreneurs who want to promote their story. In the spirit of a crowdfunding website, the videos help shoppers feel more personally connected to the company and its products.
Gap 2: The Policy Gap The policy gap is the difference between management’s understanding of the customer needs and the translation of that understanding into service delivery policies and standards. There are a number of reasons why this gap can occur: Lack of customer service standards. Poorly defined service levels. Failure to regularly update service level standards. Gap 3: The Delivery Gap The delivery gap is the difference between service delivery policies and standards and the actual delivery of the service. This gap can occur for a number of reasons: Deficiencies in human resources policies. Failure to match supply to demand. Employee lack of knowledge of the product. Lack of cohesive teamwork to deliver the product or service. Gap 4: The Communication Gap The communication gap is the gap between what gets promised to customers through advertising and what gets delivered. Again. there are a number of reasons why this can happen: Overpromising.
Viewing external communications as separate to what’s going on internally. Insufficient communications between the operations and advertising teams. Communication gaps lead to customer dissatisfaction. This happens because what they receive isn’t what they were promised. In the worst case, it may cause them to turn to an alternative supplier. Gap 5: The Customer Gap The customer gap is the difference between customer expectations and customer perceptions. This gap occurs because customers do not always understand what the service has done for them or they misinterpret the service quality. Many organizations can be completely blind to this gap. This gap can happen because of one of the other four gaps, or simply because the customer perceives the quality of the service incorrectly. In a worst-case scenario, it could lead to a business losing a large proportion of their customers overnight. Although the company thought there was no gap, the reality was that their customers were just waiting for someone to fill their perceived gap.
The worst Customer services can be thebiggest hinderance in customer creation, reputation building and etc., which will result in losses and sometimes reason to shut the company. Poor Customer service occur due to customers needs and expectation are not satisfied, failing to managing a customer service operation and company standard , lack of organised planned to execute customer service,lack of motivational skills, and lack of good communication skills in concern of product/service industry.
Therefore, examining the above examples and explanations we can say that customer services and the ways we should to adopted to maintain the made relations is a crucial and an important part for the company to operate smoothly.