Customer service is a fundamental aspect of business since they exist solely to serve and satisfy their customers. In the absence of the latter, businesses undoubtedly fail. A customer’s needs and satisfaction must be a priority to business owners. A customer has alastingyet volatile value because when he/she seeks products/ services from another business, their value goes with them. Most companies lose their clients to poor customer service becausethe latter snowballs their negative experience to potential clientele. Majority of unsatisfied customers, leave a store without buyingwhen they are specifically mistreated and never return.  The cost of replacing that lost customer also sets companies back financially yet this capital can fund other investments. Therefore, it’s inherent that companies offer their clients the best customer service.

According to Donald Taylor, renowned business columnist, and author, there are three customer laws that dictate the following; customers always go where they are treated well, get good value for their money and, are repulsed by substandard products and services.  When asked, customers mostly highlight a company’s services as a function that requires positive change. Similarly, there are levels of customer care that range from no care to proactivity and, a whatever-it-takes kind of attention that maintains a customer’s loyalty. The latter is the best because it builds a solid partnership between clients and business. This service necessitates the use of sales values like product knowledge, convenience, return policies, quick services that continually improve, et cetera. Furthermore, Taylor emphasizes the need to continuouslyenhance all business functions in a process the Japanese call Kaizen. He also states the best way to operate a business is a proper promotion of goods that keeps its competitors in the dark and appeals to clients.

Taylor further explains that customer service occurs in two stages called fore service and, after service.  Fore service describes the situation before a client makes a purchase. Customer service agents should be trained on communication skills, product knowledge, identification of client needs and how to emphasize the benefits of products/services. A golden rule in customer service dictates that employees should pay customers respect, exceed their expectations and provide them with a simple and satisfying experience. Therefore, managers should create customer-oriented ambiance in stores as well that attracts clients. After services are rendered, stores should acknowledge best customers, conduct follow-up procedures and keep promises made to them. In this sense, small businesses have an advantage over big, prolific companies because they have a more personalized feel and touch to their operations.

Over the years, customer service has gradually deteriorated as companies overlook its functions to save prices and labor costs. Some businesses don’t budget for customer service training and centers for their clients. Additionally, some companies prioritize other features and see customers as an interruption. They eliminate interpersonal interactions between management and clientsand forget its significance. In the past, customers relayed their valuable feedback about their needs and their experiences directly to a business’ manager. However, technology currently enables clients to post their reviews on products/ services on universal online platforms, which is a more effective way of keeping businesses on their toes. Companies can also ask for opinions from their target audiences via social media platforms in a move to understand their wants and needs.

In my opinion, technology has indeed created a new and advanced standard in customer service. It has improved the quality of rendered services as more customers use it to access products/ services from the comfort and convenience of their homes. Timely deliveries of quality goods ordered online increase the chances of repeat customers as well. Furthermore, advertising has improved from the traditional word of mouth to adverts on the internet. Even if the former is free; the internet accesses masses of people daily globally. Bad reviews also travel faster than they did decades ago since information on products/ services is a click away. In simpler terms, this internet age has revolutionized customer service and its function in businesses that should take advantage of its benefits.

There are several measures owners can take to enhance customer service in their companies. Besides employee training programs, managers should encourage their workers to recognize return customers, value their time, tactfully solve problems independently, apologize for mistakes, admit to lack of knowledge on goods and actively seek informationand create personalized customer interactions. For instance, calling a customer by his name and thanking him for choosing your business makes him feel valued. Employees should also understand that the first impression on a client shapes clients’ perspective and they should strive to get it right during first interactions. This step creates a whatever-it-takes customer service approach in businesses that as mentioned above since it prioritizes customers and their needs.

Lastly, employees should always remember that customers are the core function of a business. Every time clients choose a company, they are doing it a favor by gracing it with their presence and interests. Similarly, each customer is important, regardless of their temperament, and requires excellent customer service.

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