Customers are the essential to the business. Basically, the business makes profit from the product sales, so it depends how many customers purchase the company’s products. Recently, most of firms are not only to focus their product’s decoration and price, but also pay attention to those customers who buy the products. For instance: listen with understanding, ask questions, apologize, take fair and corrective action and remain courteous to the customers. The profit of a business increases markedly the more loyal, long-standing customers it has. Therefore, it is crucial to provide an excellent service to attract and keep the customer.
To begin with, a customer who is a person or business buying goods or services from another. And the customer service is helping and supporting the customer before, during and after they purchase the product. Normally, the customers can be broken into to two types categories: external and internal. External customers are who buy goods or services that are not employed by or combined with the business selling the goods or providing the service. Internal customers which mean the people within an organization to whom work is passed or to whim a service provided. (Reichheld, 2000) The four basic aims for the customers are, what they want, when they want, where there want it and what price they willing to pay.
Nowadays, the customer service is quite important to a firm, because of the following reasons. First one is to make the business profitable; of course, it is most important principle to a firm. The second reason, it is differentiation with other competitors. In a market, may be have many of firms produce the products almost the same style, same quality and same price. Hence, the customers might depends the which firms can be provided good service, and this can be helped them to make a decision to buy which brand of product. Beside that above two reasons, if the company provides the excellent services to the customer, who will come back. This is the key for a firm to live longer in a competition market. How many customers will do “repeat business” with company according to how better services they can obtain. (Rust, 2003) Lastly, as the similar reason with second one, which is increasing competition in the market. Especially, currently most of Multinational companies joining into the domestic economic, therefore, the firms really need to keep their good customer service that not going to be eliminated by the market.
Customer services are so crucial to any company, hence, there have some ways that to provide an excellent customer service. First of all, responding any questions from customers. Whatever from the customer calls, E-mail and letters. Customers have higher requirement of response time. If the customer will not be answered quickly, they may think that they are not important and have been ignored; and start to move to other company. Due to the improper management, lots of letters and E-mails response to one customer too many times, in contrast, other customers have been ignored. As a result, the company will lose the business with those customers. (Sheth, 2004)
Secondly, understanding the customer’s need, such as satisfy customers’ emotional satisfaction. There are 4 main points that the enterprise should achieve to satisfy customers emotional needs. (Gummesson, 2002) Fist one is making the customers feel to be understood. This depends on the communication between the company and clients, like a good listener, it lets the customer feel nothing is hindering between their and the company. The second one is to feel welcome. They like to feel that you are happy to see them and that they are important to you. Welcome delivery the image about that the company is happy to see them to the customer. Then the customers need to feel to be important. Ensuring that every customer feels that they are attached importance. To feel important can increase the goods that are consumed by every customer, because they feel the company respects them. Finally, the company should supply a comfort environment to the customer, such as good decoration, a nice music, some soft seats to sit and cup of drinks. All of these images not only make the customers have a happy mood, but also give them a feeling of that the company can take care them properly.
Gummesson, E. (2002). “Relationship Marketing in the New Economy,” Journal of Relationship Marketing 1(1), 37-57.
Reichheld, F. F., R. G. Markey Jr., and C. Hopton (2000). “The Loyalty Effect: The Relationship Between Loyalty and Profits,” European Journal of Marketing 12(3), 134-139.
Rust, R. T., and A. J. Zahorik (2003). “Customer Satisfaction, Customer Retention and Market Share,” Journal of Retailing 69, 193-215.
Sheth, J. N., B. Mittal, and B. I. Newman (2004). Customer Behavior: Consumer Behavior and Beyond. Fort Worth, TX: The Dryden Press.