Manage Quality Customer Service
PROJECT 1 – ‘. .
Excellence in customer service is the objective of all organisations wishing to be successful.
However, there is often a gap between customer expectations and management perceptions of customer expectations. Organisations fail to get close to their customers and correctly read their expectations.
Other reasons for customer service problems include:-
Not listening to, or collecting information from customers
Poor, or no focus on the actual design of processes to turn identified customer needs into products and services
Gaps between what the organisation intends to deliver for customers and what it actually does deliver
Cost constraints, or failure to set and meet realistic performance standards, which /'” affect what the organisation can actually deliver
Poor staff attitudes, training levels and working materials
Gaps between what salespeople promise and the actual service or product quality (adapted from Zeithaml, et al (In Stanton, Miller & Layton, 1994, Fundamentals of Marketing, 3rd ed., McGraw- Hill, Rosehill)
Comment on these statements (min. 1000 – max 2000 words)
Why do these problems arise?
Relate your comments directly to the processes your organisation employs to identify, translate and meet customer needs, wants and expectations
How are the standards set, how do you ensure that employees understand and comply, and what tools do you use to measure customer satisfaction and employee response?
How is the information used to improve performance in meeting customer requirements?
What are the established processes for gathering and using customer complaints and other customer input to improve products and services?