Maung Maung Myint Thein (University of Technology) - Customer Relationship Management (CRM)

How do you serve customers?

As our group entered a tea shop, a waiter arrived.

" Teacher, what are you going to use?"

A plate of bread was placed on the table. The tea and coffee we ordered arrived shortly. The waiter was still waiting to serve us from a distance. When we were about to pay, he immediately counted the bill and told the counter. Then he took the bill himself and went to the counter.

This is the service of a waiter who satisfies the customers (consumers) who come to the tea shop for a moment. Providing good service to satisfy the customers.

As competition increases, consumers prefer businesses and stores that provide good service. Therefore, whether you are a small business, a sole proprietorship, or a large company, it is necessary to provide good service.

Successful businesses around the world thrive on providing good service.

To be able to serve all customers (consumers/users/buyers) , it is necessary to understand the meaning of Customer Service.

Customer service is essentially the process by which organizations and their individuals help customers meet their expectations, deliver products and services, and this is where the organization comes into play.

- Customer service must be viewed as an integral, inseparable part of the organizational structure.

- Collaborative delivery and management for customer service are required to be implemented carefully.

- The organization's structure needs to help deliver customer service. - Customer service requires the support of the organization's top management.

- Customer service involves everyone in the entire business. All relevant departments have a role to play in this.

- The organization should define tasks as a team. This way, everyone can work together. This way, we can provide excellent service.

- Working as a team improves performance.

Providing services as an individual

- A customer service department should be established and staffed with experienced and expert staff. - Individuals should have the necessary skills and knowledge.

- Training should be provided in addition to the assignment to ensure that the necessary skills are acquired. - One-on-one customer support is a hallmark of interpersonal relationships.

- Naturally, customer service will vary from place to place. However, customer satisfaction must be the main focus.

- Note that customer service is involved in the organization from top management to the lowest level of employees.

Helping customers

- Customer service planning and implementation must be carried out as a systematic process.

- These plans must be consistent with short-term strategies as well as long-term strategies.

- The organization must also have effective systems and procedures.

- Must be able to use customer service methods that are convenient for their location.

Products

When providing customer service, you need to know the nature of the product categories. For example, consumer goods (bread, detergent), durable goods (televisions, automobiles), industrial goods (e.g. pharmaceutical raw materials), and services (e.g. banking and insurance).

Some goods can be tangible (e.g. hotel rooms), while others cannot (e.g. medical care).

Organizations need to know their core products. They should be products that satisfy market needs.

Service businesses

Customer service is about providing something to the customer. Of course, the nature of service can vary. It depends on key factors such as the product, the market, and customer expectations. For example, providing comfortable legroom on an airplane is good service.

Service delivery varies from market to market. It varies from industry to industry. It varies from organization to organization. That's why flexibility in customer service is key.

Achieve customer expectations

They advertise in magazines and journals by making phone calls. They come in person and have face-to-face discussions and place the ad. This is where the customer comes to the organization. They interact with the organization. The customer has expectations of the level of service they should receive. They expect the journal or magazine to deliver the cover ad on time. When they deliver what they expect, the customer is satisfied. This is the journal or magazine’s excellent customer service.

Sometimes, expectations are different from one customer to another. They are of different nature. Customer expectations may be the expectations that the organization has understood. If the customer is satisfied with the organization's product (or service), the customer's expectations are fulfilled. If the organization fails to meet the customer's expectations, the customer may complain or argue. Then the customer will stop contacting the organization and go to its competitors.

Customers

Customer expectations determine the level of service provided. Every customer is different. Therefore, each customer should be treated individually. It is argued that customer expectations are constantly changing, and higher levels of service are being developed. The internal customers who work with customer service personnel within the organization should also be taken into account. The expectations of external customers who work with them should be met.

This is why organizations, businesses, and individuals must meet customer expectations when providing services to customers.