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Customer Service

s service improve. One perfect example is customer experience management (CEM), being implemented by SportCheck. New technologies implemented into stores enabled the sporting goods company to dramatically improve customer service. As Vice-president Marshall Wilmot notes, “Don’t call it customer relationship management. For us, it’s giving our customers an opportunity to provide feedback and develop two-way communication” (Hilson 20).

In each store the company maintains interactive kiosks from which customers can provide feedback directly to management. The kiosks also feature “How to buy” guides and other customer-friendly features. Without a means of measuring how you are doing with customers, it is difficult to modify strategies or design new ones to be implemented. Northwest Airlines has also experienced dramatic improvement in customer service satisfaction. Northwest was the first airline to introduce customer-service checks over the Internet. These and other time-saving value-added features enabled the company to deliver better customer service and improve customer relationships. However, management of Northwest argues that customer service is about meeting the needs of all customers, so they also offer conventional methods of dealing with employees and customer-service checks. As one manager noted, “If you are not technologically aware, we clearly want your business and we have traditional check-in methods” (Fedor 01D).

Other successful companies know the importance of communicating with consumers about their needs. Failure to do so will result in less than successful customer service strategy implementation. Lexus has learned this lesson. They were number one in customer service among new car owners until Saturn threw them out of the top spot by implementing customer service strategies that gave more customers more of what they want and need. As Steve Witten, senior director for J. D. Power,...

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Customer Service. (1969, December 31). In LotsofEssays.com. Retrieved 04:14, March 29, 2024, from https://www.lotsofessays.com/viewpaper/1685291.html