Article 04 - Build a Service Excellence Culture of Pleasure for Customers
Build a Service Excellence Culture of Pleasure for Customers
Customer service is essential for the majority of businesses
in order to retain clients, maintain high revenue levels, and recruit new
customers. Customer service concerns can have a detrimental impact on an
organization's image, front-line personnel performance, sales volume, and
customer retention. Increasing numbers of firms are conducting customer-focused
surveys to assess customer service quality relative to competitors (Hogreve et
al., 2021).
Effective customer service is vital for maintaining a
competitive advantage. To expand and remain competitive, a company must meet
all client wants and expectations (Tao, 2014).
Improving customer service from a sustainable perspective is
crucial to a company's strategy for ensuring customer happiness through client
loyalty, which is significantly less costly than recovering a lost customer or
hiring a new one (Edgeman, 2019).
According to (Samal, 2019), increasing customer service
could have a significant impact on the efficiency of an organization and the
satisfaction of its customers and employees.
There is no option to give outstanding service to customers,
as they are the lifeblood of any organization. Customer loyalty and retention
are the results of the company's success in developing excellent customer
relationships and delivering superior service (Ngacha & Onyango, 2017).
Customer Oriented Culture:
The company's
management realizes the need to establish a positive reputation and a
customer-centric culture as the foundation for enhancing relationships with
stakeholders, particularly customers (Lostakova & Stejskalova, 2015).
Culture is the collection of ideas, norms, and values that form the foundation
of human cooperative conduct and makes human behavior somewhat predictable and
directed toward a set of common goals or the maintenance of a generally
accepted condition of affairs. The formulation of shared objectives is required
for the formation of a consumer-focused culture. This indicates that a
company's strategy, or the definition of its activities in relation to its
surroundings, is a crucial part of cultural development. True customer
orientation will happen when a business that provides services that customers
need or want comes up with a set of beliefs, norms, and values that everyone
can agree on. Although many businesses profess to be customer-focused, few
actually are. A customer-focused enterprise will have the resources and
organizational structure to comprehend and profitably meet client requirements
(Ngacha & Onyango, 2017).
Staff Management:
The improvement of staff management is one of the most
significant aspects of enhancing overall performance, particularly in times of
economic turmoil. Only when individuals possess the required abilities,
competencies, knowledge, skills, and aspirations can they accomplish
exceptional outcomes. Education and training of personnel must be continuous
and provide for ongoing professional development and the acquisition of new
skills. The job of personnel administration is antagonistic towards employees.
Managers have to deal with the growing resistance, and it's hard for workers to
deal with conflicts with other workers (Temchenko et al., 2019).
Customer Retention:
In the absence of customer profitability, organizations
generally disregard customer retention as a priority. Thus, firms can ensure
client retention by prioritizing customer happiness, customer loyalty, and
profitability ( Almohaimmeed, 2019). According to Kesuma (2020), the cost of
retaining an existing customer is seven times lower tan the cost of acquiring
a new one. Additionally, a small fraction of loyal consumers, 20%, contribute
significantly to the organization's revenue, for instance, 80%. According to
Ahmad and Buttle (2001) customer retention is a reflection of customer
defection, where a high retention rate is equivalent to a low defection rate.
Customer retention can become problematic if it is not defined explicitly and
in a manner that complements the company's operations. Bowen and Chen (2015)
remark that pleasing customers is not sufficient, meaning that banks must not
only meet client expectations, but also exceed them to ensure customer loyalty
(Bowen & Chen McCain, 2015). Increasing client loyalty enhances customer
retention likelihood. According to Mahmoud, customer retention is the decision
to continue doing business or exchange with a particular company on an ongoing
basis (Mahmoud, 2019).
CONCLUSION:
Regarding which aspects and dimensions of service quality
are crucial for constructing a picture of whole service quality, various
countries' cultures can reach divergent judgments. Building deeper ties with
consumers and other stakeholders demands a reputable business and a
customer-centric culture. As a result of the model's overall service quality,
customer happiness and trust exist. According to research findings, service
quality influences customer satisfaction positively. The relationship between
personnel management and customer pleasure and satisfaction is strong.
Continuous education and training must be provided to
employees so they can acquire new skills and advance in their job. Customer
retention consists of the three components mentioned above: customer
satisfaction, customer loyalty, and customer profitability. Customer confidence
influences repurchase intentions and word-of-mouth advertising. The more a
customer's confidence in a business, the more likely he will be to suggest it
to others.
List of references.
Almohaimmeed, B. (2019). Pillars of customer retention: An empirical study on the influence of customer satisfaction, customer loyalty, customer profitability on customer retention. Serbian Journal of Management, 14(2). [online] .Available at. https://doi.org/10.5937/sjm14-15517 . Accessed on 10th Aug 2023.
Bowen, J. T., & Chen McCain, S. L. (2015). Transitioning
loyalty programs: A commentary on “the relationship between customer loyalty
and customer satisfaction.” International Journal of Contemporary Hospitality
Management, 27(3). https://doi.org/10.1108/IJCHM-07-2014- 0368
Edgeman, R. (2019). Performance Management and Enterprise
Excellence Through Sustainable Business Models. Available at https://doi.org/10.1007/978-3-319-93275-0_11.
[online]. Accessed on 09th Aug2023.
Hogreve, J., Iseke, A., & Derfuss, K. (2021). The
Service-Profit Chain: Reflections, Revisions, and Reimaginations. Journal of
Service Research. Available at https://doi.org/10.1177/10946705211052410
. [online]. Accessed on 09th Aug2023.
Kesuma, Y. M. (2020). ANALISIS RANTAI NILAI (VALUE CHAIN
ANALYSIS) BANK MUAMALAT UNTUK PENINGKATAN KINERJA. AL-MISBAH, 1(2).
Mahmoud, M. A. (2019). Gender, E-Banking, and Customer
Retention. Journal of Global Marketing, 32(4). [online]. Available at .https://doi.org/10.1080/08911762.2018.1513108
Accessed on 10th Aug 2023.
Ngacha, W. J., & Onyango, F. E. V. (2017). The role of a
customer-oriented service culture in influencing customer retention in the
Hotel Industry. African Journal of Hospitality, Tourism and Leisure, 6(4).
Tao, F. (2014). Customer Relationship Management based on
Increasing Customer Satisfaction. International Journal of Business and
Social Science, 5(5).
Temchenko, O., Shevchuk, N., & Morhun, T. (2019). KEY
PROBLEMS OF STAFF MANAGEMENT AT ENTERPRISES AND THEIR SOLUTIONS WAYS.
Scientific Journal of Polonia University, 32(1). [Online].Available at https://doi.org/10.23856/3201.
Accessed on 10th Aug2023.
The content provided in this section effectively delves into the importance of building a service excellence culture focused on customer pleasure within an organization. The introduction highlights the significance of customer service and its impact on various aspects of a business, such as image, employee performance, sales, and customer retention.
ReplyDeleteAccording to Etherington (2022), By embedding a culture of pleasure for customers within the organization, you'll not only create memorable and delightful experiences but also foster customer loyalty, word-of-mouth recommendations, and sustainable business growth.
You have introduced an impressive body of literature to support and illustrate how service excellence culture impacts the service sector. Further, a culture of service excellence has a profound effect on the service sector. When a company consistently goes above and beyond for customers, it builds loyalty and positive recommendations. Employees become more committed, leading to better job satisfaction. This culture encourages new ideas and flexibility as workers strive to enhance service quality. As a result, the service sector sees higher customer retention, a better reputation, and continued growth, making it more competitive in the market.
DeleteAgreed, The article underscores the significance of fostering a customer-oriented culture for businesses to ensure customer satisfaction, loyalty, and overall success. Effective staff management involves developing employees' skills and competencies, vital for exceptional performance. Customer retention, achieved through prioritizing customer happiness and loyalty, holds substantial cost benefits compared to acquiring new customers (Dabholkar, P. A., & Overby, J. W. - 2005). Continuous education and training are crucial for enhancing employee skills and adapting to changing job demands, ultimately contributing to improved customer experiences and loyalty.
ReplyDeleteI agree with you, Gayani. Continuous education and training play a pivotal role in enhancing employee skills and adapting to evolving job requirements, leading to enhanced customer experiences and loyalty. By providing ongoing learning opportunities, employees acquire new competencies and stay updated with industry trends. This enables them to better address customer needs and provide innovative solutions. As employees become more proficient, customer interactions become more effective and personalised, fostering positive experiences. This, in turn, cultivates customer trust and loyalty, as customers value the high-quality service they receive. The cycle of continuous improvement driven by education and training results in a workforce that is better equipped to meet changing demands, elevating overall customer satisfaction and loyalty levels. Further, Butcher (2009) explains that the importance placed on training is the strongest predictor of the likelihood of conducting customer service training, overall. However, at the specific level of training, this ‘importance’ factor was significant for only one specific customer service training activity: quality reviews.
DeleteHello Nuwan,
ReplyDeleteThis section thoroughly explores the significance of nurturing a culture of service excellence that prioritizes customer satisfaction within a company. The opening emphasizes the crucial role of customer service and its influence on diverse facets of a business, including reputation, employee effectiveness, revenue, and customer loyalty.
Building a service excellence culture centered on customer pleasure is paramount. By prioritizing customer satisfaction, organizations create memorable experiences that foster loyalty and positive word-of-mouth. Through comprehensive training, empowerment, and personalized interactions, employees become brand ambassadors. By consistently exceeding expectations, businesses establish a reputation for exceptional service. Such a culture not only elevates customer relationships but also bolsters long-term success, setting a standard of excellence that resonates with both clients and employees.
ReplyDeleteNice article and a good read.
Indeed, Ralph, Establishing a service excellence culture centred on customer satisfaction is of the utmost importance. By prioritising the delight of customers in every interaction, an organisation can create a positive reputation and strong customer loyalty. When employees are committed to going beyond expectations, they enhance customer experiences, leading to repeat business and referrals. This culture fosters a sense of pride and purpose among employees, improving their engagement and job satisfaction. Ultimately, a focus on customer pleasure aligns the entire organisation towards a common goal, driving growth, profitability, and sustained success. According to Barot (2023), The first step to fostering a culture of service excellence and innovation is to define your service vision and values. These are the guiding principles that shape your customer service strategy, goals, and standards. They should reflect your brand identity, customer expectations, and market positioning.
DeleteHi Nuwan, the article explains very well about the importance of customer retention for the betterment of any organization. The way you have described how to manage the staff and how to make customer oriented culture within the company is very appreciative. Staff relationship within each other co workers are really crucial for customer retention. Good article
ReplyDeleteI completely agree with your comment. Further, the relationships among coworkers are extremely important for keeping customers coming back. When staff members work well together, they can provide a seamless and friendly experience for customers. A positive atmosphere among coworkers means they communicate effectively, solve problems efficiently, and support each other. This teamwork reflects in customer interactions: they receive better service, feel valued, and are more likely to return. Good staff relationships create a positive environment that customers can sense, contributing to their overall satisfaction and loyalty.
DeleteYour article provides a comprehensive and insightful perspective on building a service excellence culture focused on customer pleasure. It's evident that you've covered various crucial aspects, from customer-oriented culture to staff management and customer retention. The emphasis on continuous education and training for staff highlights the commitment to ensuring exceptional outcomes and fostering a customer-centric approach. Your conclusive points about customer confidence, satisfaction, and loyalty underline the significance of delivering outstanding service. Overall, your article is a valuable resource for organizations striving to create a culture that prioritizes customer happiness and long-term success. Well done!
ReplyDeleteI appreciate your comment. Yes, absolutely. Customer confidence, satisfaction, and loyalty underscore the importance of delivering exceptional service. When customers have confidence in a company's ability to meet their needs, they are more likely to choose its offerings. By consistently satisfying customers, a company not only meets their expectations but also exceeds them, leaving a lasting positive impression. This satisfaction leads to loyalty, where customers become repeat buyers and advocates, spreading positive word-of-mouth. In a competitive market, loyal customers are a valuable asset, contributing to stable revenue and sustained success. Therefore, delivering outstanding service isn't just a transactional interaction; it's a pathway to building trust, fostering contentment, and nurturing long-term relationships.
DeleteThis article explains well about building a service excellence culture of pleasure for customers.
ReplyDeleteAccording to Alan (2020) A culture of service excellence starts at the top. Customer-centric behaviours that embrace the business’s values are best learned when they are first demonstrated by managers and leaders.
Service excellence is created when service at all levels of the company is accessible, friendly, and genuinely invested in the customer experience. Leaders can take active steps to display those same qualities towards their employees.
Breaking down barriers between leaders and teams can be a good step towards this. Leaders who are accessible and approachable foster an environment of open communication and care.
A very important fact that you highlighted is that leaders can proactively enhance service excellence within their organisations by setting clear expectations for customer-centricity. They should lead by example, consistently demonstrating a commitment to outstanding service. Regular training and skill development programmes should be established to empower employees with the necessary tools to exceed customer expectations. Leaders must also create an environment where feedback is encouraged and acted upon, enabling continuous improvement. Recognising and rewarding exceptional service reinforces the importance of customer satisfaction. By fostering a culture that values and priorities service excellence, leaders inspire their teams to consistently deliver exceptional experiences, ultimately driving customer loyalty and organisational success.
DeleteYes indeed, It’s no secret that how well you serve customers will define your companys long-term success. In fact, great customer service leads to better customer loyalty, higher revenue, and lower costs. But if you have to focus on the customer and become a service-oriented organization, it’s not enough to attain a passable grade. You have to work hard for service excellence to gain its benefits.
ReplyDeleteYou have highlighted a noteable point. Yes, I agree with your comment. All the organisations need to work hard, as you said, in order to provide and maintain server excellence. In addition to that, organisations put in dedicated efforts to achieve service excellence, reaping its numerous benefits. They invest in continuous training and skill development for employees, ensuring they can meet diverse customer needs effectively. By fostering a customer-centric culture, organisations motivate employees to consistently exceed expectations, leading to increased customer satisfaction and loyalty. Regular feedback mechanisms help identify areas for improvement, leading to constant refinement of services. Through these endeavours, organisations create positive reputations, attract new customers through word-of-mouth, and ultimately establish a competitive edge in the market.
DeleteI completely agree with your thoughts. Fostering a culture of outstanding customer service is of paramount importance across all levels of an organisation, from the highest executive to the front-line workforce. Each individual contributes to the customer experience by shaping perceptions and loyalty. The CEO sets the tone and vision, while employees on the frontlines directly interact with customers. A unified commitment ensures consistent service quality, customer satisfaction, and ultimately the success of the organisation. Further, for example, Lewis and Booms (1983) believe that service quality is a measure of how well the service level delivered matches customers' expectations.
ReplyDeleteYou have provided a comprehensive comment in this article, and it brought more vibration. Well, said Prakash, your insight seems very practical when dealing with customers in practical scenarios. Adding value to your note: according to Johson (2004), service excellence is both obtrusive and elusive. We know when we have received it, and, rather more frequently, we know when we have not. Such service, both excellent and poor, has a strong emotional impact on us as customers, creating intense feelings about the organisation, its staff, and its services and influencing our loyalty to them. Yet many organisations seem to find service excellence elusive, hard to grasp, and difficult to deliver.
ReplyDeleteA good article to read. This culture focuses on consistently delivering exceptional experiences that bring pleasure, satisfaction, and delight to the customers. The article describes about the importance of customer retention and ways of doing it through staff management and customer oriented culture
ReplyDeleteI appreciate your comment, and adding further to your note, creating a service excellence culture of customer pleasure involves prioritising customer satisfaction and enjoyment in all interactions. This is achieved through a customer-centric mindset that emphasises understanding and meeting customer needs. Consistently delivering high-quality service across all touchpoints is essential, backed by thorough employee training and empowerment. Open communication with customers ensures their concerns are heard and addressed promptly. By embedding these principles into the organisational culture, companies can cultivate an environment where customers are not only satisfied but genuinely delighted with their experiences.
DeleteNuwan this is a very informative and important article to read. Your article provides a comprehensive and insightful perspective on building a service excellence culture focused on customer pleasure. Great Job.
ReplyDeleteGood reading and I agree with the facts given in the article. Establishing an Excellence Culture Customer happiness must be prioritized in order to establish a culture of pleasure for customers. It starts with an attitude that is customer-focused and permeates all divisions of the business. Employees are ensured to comprehend the significance of pleasing consumers at every touchpoint through clear communication and training. To assess client mood on a regular basis and adjust services accordingly, feedback loops are set up. As the company strives to consistently exceed client expectations, continuous improvement becomes crucial. Furthermore, Employee empowerment, in which staff members are given the freedom to come up with original solutions to consumer problems, promotes a sense of ownership and dedication. This culture supports the notion that customer satisfaction is not just a transactional result but also an emotional connection that encourages loyalty and favorable word-of-mouth recommendations.
ReplyDeleteThank you for your insightful comment. You have pointed out a very valid point: employee employment significantly impacts the ownership and accountability of employees. Moreover, employee empowerment, characterised by granting staff the autonomy to devise innovative solutions to customer issues, holds significant importance. It cultivates a sense of ownership and commitment among employees, as they feel directly responsible for the outcomes. This ownership fosters a proactive attitude towards problem-solving and customer service. By being empowered to think creatively and make decisions, employees become more engaged and motivated, leading to improved job satisfaction and productivity. Furthermore, this approach enhances customer experiences as employees are better positioned to address unique challenges effectively, ultimately contributing to increased customer loyalty and organisational success.
DeleteHi Nuwan
ReplyDeleteExcellent customer service drives business success in today's competitive industry. Armestead(1985) Customer service is growing. Excellent customer service helps successful service organizations outperform competitors, resist foreign competition, and expand abroad. Thus, more service companies are prioritizing operational excellence to exceed consumer expectations and provide competitive service.
This blog post effectively outlines the importance of building a customer-centric culture for business success. It also touches upon staff management and customer retention. However, it would be beneficial to include real-world examples or case studies to illustrate these points. How do companies measure the ROI of customer service excellence?
ReplyDelete