Senheng Electric (KL) Sdn. Bhd.
Interoffice Memo
DATE : 5 May 2014
SUBJECT : Management of customer service
Background
Sen Heng® Electric (KL) Sdn. Bhd. is one of the leading consumer electronics chain stores in Malaysia. This store operates over 100 branch spread throughout Malaysia. Senheng was first established in 1989, from a tiny consumer electronics half shop lot set up with stocks worth less than Ringgit Malaysia thirty thousands to the largest electronics chain store today with branches straddling the length and breadth of Malaysia (Sen Heng®, 2013). This store own by the Lim brothers, K.H., K.C. and K.Y. Sen Heng has gained its reputation and credibility that has made it the number one in the industry through progressive, forward looking, and innovative touches.This store provide variety of electronic appliance from home to kitchen, from computer to smartphones and high standard of quality control (Sen Heng®, 2013).
Problem Statements
Our company are facing customer service problem now. Customer service defined as the process to ensure customer satisfaction with a product or service, and it is an important part of maintaining ongoing customer relationships that are key to continuing revenue (Investopedia, n.d.). We have received many customer complaints about the attitude of our staff. Customers commented the promoter always stand at a corner and do not serve them. When customers asked some information about the product, the promoter gave stand-offish attitude.
Besides, the staff always gave the empty promise to customers. Picture below is a complaint by a customer, our staff have promise to contact her next week but after 3 weeks still not contact yet.
Figure 1: Complain by Customer (Source: Lowy...
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... Apply shift time working schedule can avoid unfriendly treating customer, because our operators will not be too tire.
• Apply MicroStrategy’s analytic platform we can work in high efficiency and can reduce overcome system down problem.
References
Foo, K. (2013). SenQ’s sensibility. The Star Online. Retrieved from http://www.thestar.com.my/Business/SME/2013/08/15/SenQs-sensibility.aspx/
Jones, M. (2007). CIM Coursebook 07/08: customer communication. United Kingdom: Elsevier Ltd.
Lawfer, M., R. (2004). Why customer come back: how to create lasting customer loyalty. United State of America: Career Press.
MicroStrategy®. (2014). Retrieved from http://www.microstrategy.com/us/about-us/overview
Murley, P. (1997). Handbook of customer service. England: Gower Publishing Ltd.
Sen Heng®. (2013). Retrieved from http://www.senheng.com.my/content/20-company-profile
As you can see from the points above it is vital to give good customer
want clients to be waiting longer because of this change. The managers were losing power
Customer service is the most important aspect of any business. Without an adequate relationship with its consumer base, a company is at an enormous disadvantage.
Supervisors should be sure that customer service agents are not exposing customers to unpleasant customer service. By teaching employees the right way to offer customer service, So there would not be a need for a complaint letter. “Selling is a science, summed up with 5 cute letters: (A)pproach, (P)probe, (P)resent, (L)isten, (E)nd.” Gallo, C. (2015, January 9). The solution to poor customer service issues is how my internet research is related to the problem
1.1 Explain the value of customer service as a competitive tool Customer service is valued as a competitive tool by many organisations. It gives you the ability to gain customer loyalty while meeting the customer’s expectations. Staff will have the skills and knowledge that will provide a competitive edge. Most organisations are known for the quality of their customer service. This means that they are known for good customer service or poor customer service.
Brand Loyalty: By keeping long term vision in mind to regain customer loyalty and overall brand image by retaining current customer...
When a customer is loyal he or she will definitely repeat purchase and even advertise your organization through word of mouth. Customer loyalty is the act of customers buying repeatedly as opposed to choosing those of competitors (Wyse, 2012). The impact of customer satisfaction on customer loyalty was showed in a study conducted by Mitchell (2004) who revealed a positive relationship between customer satisfaction and loyalty. Customer loyalty requires that firms or organizations meet their customers’ needs and demands in order to maintain a long lasting relationship (Campton, 2004). Coldburn (2013) also showed that satisfaction and loyalty goes together. The author indicated in his/her study that as far as customers expectation of a products or services are met, they remain loyal to the organization. An increase in satisfaction then lead to an increase in a company’s profits (Cacioappo, 2000).Eckert emphasizes that loyal customers according to are more likely to purchase or to recommend the purchase of a company’s products and services to someone else. The opposite is also true. Dissatisfied customers are likely to tell others the experiences they had with firms. Firms therefore will need to improve their customer satisfaction in order to grow loyalty and attract new customers (Agarwal,
According to Business Studies ‘’Customer service is one of the most important ingredients of the marketing mix for products and services. High quality customer service helps to create customer loyalty. Customers today are not only interested in the product they are being offered but all the additional elements of service that they receive from the greeting they receive when they enter a retail outlet, to the refund and help that they receive when they have a complaint about a faulty product that they have paid for’’ (Business Studies, n.d).
Customer service is a critical aspect of doing business for many organizations. This is where the consumer has contact with the organization, and if they feel like a problem or an outsider, their view of the organization will likely be diminished. Professional customer service workers will understand the process of responsive listening, a process that works to show the listener both hears and cares about what is being said (Stern, 1997). In addition to communication skills, customer service professionals need to be trained in conflict resolution. Customer service employees are the face of an organization, and having the ability to have consumers walk away satisfied, while remaining
Strive to earn customers’ long-term loyalty by working to deliver more than promised, being honest and fair to provide exceptional personalized service that creates a pleasing business experience.
a) Good customer service is a critical component of a quality product. Collier (2011) states that service needs to be consistent, continuous, thoughtful and available. These are crucial in meeting and exceeding customer expectations. Collier also continues on to state that staff providing customer service must have appropriate skills, knowledge and personal attributes to execute a high standard of service. These skills have been identified by Collier as listening skills, punctuality, courtesy, integrity and grooming. The skills and qualities identified are reflected by the five key components of customer service tangibles, reliability, responsiveness, assurance and empathy. The five components have been provided by the SERVQUAL service measuring
It's very well known that a companies success is not only dependant on the possession of a good product or service, but the key aspect to a successful business is excellent customer service. As the market grows, now more then ever companies are emerging, they are offering very similar types of products and services. Successful customer service can be a way a business becomes original and unique, it can be the key to attracting and maintaining loyal customers. Good customer service can start-up a business while bad customer service can harm a company. An average customer that experiences an issue will complaint to 9-10 people about the problem. A customer that received support to their problem and a potential solution will tell at least five
Providing great customer service and having the ability to retain customers require consistency in delivering the anticipated services. Customer service encompasses having the ability to provide a service or product to customers by means in which it was promised. However, there are times when unforeseen circumstances may occur, resulting in customer service breakdowns. Understanding the effectiveness of customer service relations provides the assurance needed to handle complicated service related issues. A well qualified customer service representative has the acquired skill to effectively defuse a potentially damaging service related matter. Service recovery influences customer retention and improves customer satisfaction.
Finally, follow up with the customer. Business and companies have an opportunity to make sure that the customers needs or issues were met and resolved. You can follow up with your customer by phone, email or even a letter to make sure that the issue or solution was solved to their satisfaction. If it wasn’t solved or resolved at that time that you will continue to find a workable solution and keep them informed. Sometimes going above and beyond will exceed the customers expectations and they will become loyal customers as well as customers that will share creating new customers.