EFFECTIVE CUSTOMER SERVICE IN BUSINESS

ORGANIZATION
 Learning contents
• Quality of customer service
• Dimensions of service quality
• Records management strategies for effective customer service
in business organization
• Challenges to provision of quality customer service in business
organization
 Introduction
• Quality customer service is the lifeblood of
business.
▪ Dissatisfied customer – ruin the business
▪ Satisfied customer – open many doors for
business
 Customer service

• Provision of quality service going beyond the customer’s

expectations or what the customer asked for and deliver
the service efficiently so that the customers are content,
loyal and keep coming.

• Customer service is the act of taking care of

the customer's needs by providing and delivering
professional, helpful, high-quality service and assistance
before, during, and after the customer's requirements
are met.
Services Marketing Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e
 Dimensions of Service Quality

➢ Reliability – dependable, accuracy and performance

➢ Responsiveness – helpfulness and promptness

➢ Tangible – physical facilities, equipment, personnel and communication material

➢ Competency – qualification, professional training & skills of providing customer service are
essential in providing quality customer service.

➢ Courtesy – politeness, respect, consideration, and kindliness

➢ Communication – keeping customer informed and listening to customers

➢ Empathy – ability to understand other people’s feelings and experiences

➢ Assurance – guarantee and promise to the customers that the service provider is committed to
giving them relevant and reliable services on time.
 Dimensions of Service Quality
• Reliability: involves the ability of the service provider to perform the promised service
dependably and accurately, which implies ‘right the first time’ performance at the
designated time (dependable, accuracy, performance).

• Responsiveness: concerns the willingness or readiness of service providers to provide

service. It also involves timeliness of service (promptness and helpfulness).

• Tangibles: include the physical facilities, equipment, personnel and communication

materials. Service facilities, documentation and personnel should be presentable at all
times. Facilities and equipment that are not neat may give customers the impression
that services will be conducted in a similar fashion.

• Competence: implies possession of the required skills and knowledge to perform the
required service. Qualification, professional training and skills of providing customer
service are essential in providing quality customer service.

• Courtesy: pertains to the politeness, respect, consideration and friendliness of contact

personnel in requesting for service. It is basically the creation of an atmosphere that is
conducive for provision of customer service.
 Dimensions of Service Quality
• Communication: involves keeping customers informed and even listening to them.

• Access: involves approachability and ease of contact. Waiting time to receive

service and location of service facilities are some of the features of access that
impact on provision of quality service.

• Assurance: implies that something will certainly be true or that something will
happen. In this case, it means that there should be a guarantee and promise to the
customers that the service provider is committed to giving them relevant and
reliable services on time.

• Empathy: involves the ability to understand other people’s feelings and

experiences. In this case, the service providers should fully understand the needs
of their customers, knowing their perceptions and expectations of quality services,
including their complaints, which are based on experiencing easy access, good
communication and customer understanding.
Adeyl Khan, Faculty, BBA, NSU Management of Quality
https://berdigan.wordpress.com/author/berdigan/
 Strategy/Factors That Could Lead To
Improve Customer Service
• Customer Strategy
• Channel Strategy
• Product strategy
• Infrastructure strategy
 Strategy/Factors That Could Lead To
Improve Customer Service
➢ Customer Strategy
▪ Customer segmentation
✓ dividing customers into district group based on their characteristics
▪ Service standards
✓ develop a service standard
▪ Sensitization workshop and orientation program
✓ assist to equip their customers with necessary skills to capture and manage
records
▪ Marketing of services
✓ Carry out some marketing activities
▪ Feedback from customers
✓ is capable of helping service provider to monitor and detect changes in
customer needs
▪ Dealing with customer complaints
✓ welcome complaints to satisfy customers
 Strategy/Factors That Could Lead To Improve
Customer Service

• Channel Strategy:
▪ The term used to describe the method that
controls the flow of goods and services from the
manufacturer to the end user.
▪ give customers easy access to service
 Strategy/Factors That Could Lead To Improve
Customer Service

• Product strategy
▪ Customer needs
▪ Consultation of customers
▪ Availability of the product needed by customers
▪ Timeliness of the services
 Strategy/Factors That Could Lead To Improve
Customer Service

• Infrastructure strategy
▪ Human resource
▪ Expected behavior of service providers
▪ Atmosphere - a conducive environment
▪ Tangibles
▪ Technology
Challenges To Provision of Quality Customer Service in Archival
and Records Management Institutions

• Capability of records officers

• Inadequate staff
• Lack of vital records management tools
• Retention schedules
• Security and protection of Archives and Records
• Inadequate and poor storage space
• Lack of cooperation from customers
The end