How to check the quality of customer service and raise the standard

Article Abstract:

Ensuring quality customer service is difficult for any business, because: service is consumed at the time of purchase, customer service complaints are seldom brought to management's attention, and good service depends on experienced personnel. Eight methods for improving customer service are discussed: (1) developing a customer service strategy, (2) communicating the service proposition to the customer, (3) formulating measurable quality standards, (4) streamlining delivery systems to be customer friendly, (5) discussing quality service with employees, (6) following up on all customer service complaints and errors, (7) surveying customers as to the service they have received, and (8) devising new areas of service for customers and new services to offer.

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Corporate size and the individual consumer: marketing's challenge for the 1990s

Article Abstract:

The 1990s may force many firms to make changes in marketing so that corporations can glean advantages from organizational size while still developing close relationships with customers. Customers increasingly will emphasize the desire for choice and quality and firms will need to respond using a variety of communication channels so that they can reach a broad group of consumers. As communication methods develop, agencies involved in marketing communications will evolve from traditional public relations or advertising agencies into communication agencies focused on developing cost-effective communication routes to reach customers.

Innovations, Marketing, Advertising agencies, Corporations, Public relations

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Chopin wins customers in service strategies

Article Abstract:

A study of 14 service industries was conducted to ascertain those service strategies that are used most by firms with effective customer relations. Research results indicate that the loyalty of customers and employees was the major denominator of good service, and that quality service starts at the point of the service encounter, the point of initial contact between customers and employees. Research led to the construction of a model analyzing the four basic relationships in the service encounter. The study reveals that successful service firms leverage customer value over cost.

Management, Services industry, Service industries

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