January 2024 Business

EFFECTIVE CUSTOMER
SERVICE IN BUSINESS
ORGANIZATION

“Quality in a service or product is not what you put into it. It is what
customer gets out of it” -Peter Drucker
 FACULTY OF BUSINESS & MANAGEMENT
BACHELOR OF BUSINESS ADMINISTRATION (HONS.) BUSINESS ECONOMIC
(KBA2503A)

COURSE & COURSE CODE:

MANAGEMENT OF BUSINESS RECORDS
(IMR652)

ASSIGNMENT:
GROUP ASSIGNMENT
(E-MAGAZINE)

LECTURER’S NAME:
MADAM SITI AQILAH BINTI YOP

STUDENT’S NAME & ID

MUHAMMAD AMIR FIRDAUS BIN KHAIRULLIZAM 2022646388

MOHAMAD HUSAINI BIN ABDULL MANAN 2022619132
MUHAMMAD AMEER FAWWAZ BIN NASREE 2022495278
MUHAMMAD AIMAN BIN MUSTAFA KAMAL 2022899624
 EDITORS

MOHAMAD HUSAINI BIN ABDULL

MANAN
2022619132

MUHAMMAD AMIR FIRDAUS BIN

KHAIRULLIZAM
2022646388

MUHAMMAD AIMAN BIN MUSTAFA

KAMAL
2022899624

MUHAMMAD AMEER FAWWAZ BIN

NASREE
2022495278
 TABLE OF CONTENT
QUALITY OF CUSTOMER SERVICE
04.

DIMENSION OF SERVICE QUALITY

08.

RECORDS MANAGEMENT
STRATEGIES FOR EFFECTIVE 13.
CUSTOMER SERVICE IN BUSINESS
ORGANIZATION

CHALLENGES TO PROVISION OF
QUALITY CUSTOMER SERVICE IN
BUSINESS ORGANIZATION

19.

REFERENCES
26.
 QUALITY OF CUSTOMER SERVICE

INTRODUCTION
The definition of customer service
Customer service is the assistance you
provide to your clients to make their
interactions with you simple and
pleasurable, both before and after they
purchase and utilise your goods or services.
Providing outstanding customer service is
essential if you want to keep clients and
expand your company. Customer service
nowadays extends well beyond the
conventional phone support representative.
It can be accessed through social media,
text messaging, the online, and email. Also, a
lot of businesses offer self-service
assistance, enabling clients to look up
solutions on their own whenever they
choose, day or night. Customer service is a
crucial component of the commitment your
company makes to its clients; it goes
beyond simply giving them answers.

Why is customer service important

to the success of your business?
Effective competition requires excellent
customer service.
Nowadays, the entire experience is
frequently what determines which
businesses individuals choose to do
business with, as opposed to the traditional
practice of choosing firms based on pricing
or the supplied good or service.

“89% of companies now expect to

compete mostly on the basis of
customer experience.”
— GARTNER RESEARCH

04.
What is Customer Service? (n.d.). Salesforce. https://www.salesforce.com/ap/products/service-cloud/what-is-
customer-service/
 QUALITY OF CUSTOMER SERVICE

QUALITY OF CUSTOMER SERVICE

Quality customer service is the lifeblood of
business. There are dissatisfied customer
which might ruin the business and Satisfied
customer which of course will open many
doors for business
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.
It’s a high-stakes game: 73 percent of
consumers will leave for a competitor after
multiple poor interactions, and more than
half will bolt after a single bad experience.
(Zendesk Customer Experience Trends
Report, 2023)

Benefits of great customer service

Anania (2023), You can't create a house for your
buyers without first providing excellent customer
service. Proficient customer support increases
revenue, lowers attrition, and improves client
satisfaction. Based on our CX Trends Report,
superior service:
Improves customer retention: 77 percent of
business leaders recognize, deeper
personalized service experiences lead to
increased customer retention.
Stimulates business growth: 66 percent of
business leaders believe deeper personalization
lowers acquisition costs.
Reduces costs: 60 percent say it keeps
customers coming back.
Increases revenue: 60 percent of consumers
have purchased something from one brand over
another based on the service they expect to
receive.
05.
Anania, T. (2023, December 15). What is Customer Service? Zendesk. https://www.zendesk.com/blog/customer-service-
skills/
 QUALITY OF CUSTOMER SERVICE

What is the common objective of customer service?

The main goals of customer service include
providing prompt and efficient answers to
consumer inquiries, addressing problems
with compassion and understanding,
documenting problems for internal teams to
review, cultivating connections, and
enhancing brand credibility. Providing
excellent customer service can foster long-
term brand, product, and service loyalty. For
the greatest experience across all channels,
using customer support software might be
beneficial. G. Andrew (2023), our Customer
Experience Trends Report shows that 77
percent of consumers think they are more
devoted to companies who provide
excellent customer service.

4 Important customer service objective

Become a customer advocate and a brand ambassador
The first duty you have when discussing customer service is
that of a brand ambassador. The company's public face is
represented by its customer service agents. The front
echelon is them. Brummel J. (2023)
Build customer loyalty
"We aim to attain loyalty with each and every client we come
across. To us, that means acting with compassion, being
open and honest, and most importantly, being reliable. We
are aware of how important initial impressions are.” Aiken M.
(2023)
Deliver fast, effective resolutions
"The two most crucial goals of customer service are being
helpful and on time. It's not enough to have one without the
other. If the response has no useful information for the
consumer, a 3-minute response time is not acceptable.
Searle M. (2023)
Improve customer satisfaction
"What is the most crucial goal for customer service? Not an
issue. Really. Customers want quick service, therefore we
set goals for response and resolution times. More
significantly, satisfaction surveys let us gauge how well our
customers think we're supporting them.” Holcombe P.
(2023) 06.
Gori, A. (2023, May 18). What are customer service objectives? 4 industry experts weigh in. Zendesk.
https://www.zendesk.com/blog/important-customer-service-objectives/
 GET YOURS TODAY !

07.
https://www2.hm.com/en_my/sale/shopbyproductmen/view-all.html
08.
 Record
Management

DIMENSIONS OF
SERVICE QUALITY

what is service quality?

The definition of service quality is Besides that, service quality is
the post-consumption evaluation of defined by Edvardsson as the
services by customers or degree of being able to meet the
consumers (Holdford & Reinders). customers’ expectation and to
Service quality has a unique determine their needs and wants,
significance in the services industry. Kandampully gave a similar
According to Kotler, a service is “any definition of satisfying the
intangible act or performance customer’s expectation with the
offered by one party to another that service provided.
does not result in the transfer of
ownership of anything.” In short, we There are five (5) dimensions of
can say that service is an intangible quality service which are reliability,
offer made by one party to another responsiveness, tangible, assurance
in exchange for money, pleasure and empathy.
and convenience.
09.
How to measure the dimensions of service quality | SurveyMonkey.
(n.d.). SurveyMonkey. https://www.surveymonkey.com/mp/how-
to-measure-the-dimensions-of-service-quality/
 How to measure the dimensions of service quality | SurveyMonkey. (n.d.). SurveyMonkey.
https://www.surveymonkey.com/mp/how-to-measure-the-dimensions-of-service-quality/

5 Dimensions of
service quality
Tangible
The actual look of buildings, machinery, staff, and

1
communication materials is known as tangibleness.
Consumers anticipate well-kept, professional stores and
facilities, well-groomed staff, and well-written and
designed signage, menus, and websites. Paying attention
to appearances can show that your business values
consumer comfort. Even if look isn't the most important
component of service, it does affect how clients view
your company, particularly if your brand offers a high-
end or luxurious experience.

Reliability
The capacity to consistently and precisely deliver the

2
promised service is what is meant by reliability. Satisfying
your consumers requires you to follow through on your
commitments and deliver on your promises. Customers
want to know that they can count on your company to
provide them with a functional good or efficient service,
assist them when necessary, and do all of this in a timely
manner. At the core of this dimension is the desire of
customers to be able to trust the companies they do
business with.

Responsiveness
Being responsive means being ready to assist them and

3
offer timely support; this communicates to them that
you are paying attention to them and are actively
attempting to resolve their issues. In the fast-paced
world of today, it is imperative to address customer
queries and issues promptly, particularly because 80% of
customers expect a response to their customer care
requests within one business day. Being responsive
extends to clients who take their time getting back to
you. Provide a prompt response to consumers to inform
them that their request is being processed.

10.
 5 Dimensions of
service quality

Assurance
Employee assurance refers to their expertise and
capacity to convey confidence and trust. Consumers
anticipate that companies will be industry leaders in the

4
services they offer. By showcasing your qualifications,
industry certifications, and customer testimonials, you
can effectively communicate your knowledge to
potential consumers and earn their trust. When
consumers have a lot of options yet are unsure of whom
to believe when making a purchase, assurance is
important. Let's say you are the owner of an online store.
In that scenario, you must figure out how to differentiate
yourself from the competition and win over customers
who are constantly inundated with advertisements from
perhaps dubious internet retailers.

Empathy
TEmpathy is the thoughtful, personalised service the

5
company offers its clients. Consumers want to establish a
relationship with your company rather than just feel like a
transaction. You may not live up to their expectations even
if you offer the best goods or services. In order to
demonstrate empathy to clients, make sure your business
demonstrates your concern. You may go above and beyond
customers' expectations by teaching staff members how to
deliver exceptional, sympathetic customer care that
frequently includes smiles and lively discussion.

11.
How to measure the dimensions of service quality | SurveyMonkey. (n.d.). SurveyMonkey.
https://www.surveymonkey.com/mp/how-to-measure-the-dimensions-of-service-quality/
12.
 Improving Customer Service Experience With Records Management | Alma Causey 2019 April 17
https://www.openkm.com/blog/improving-customer-service-experience-with-records-management.html

Records management
strategies for
effective customer
service in business
organization

1. Customer Strategy

This involves planning and

implementing actions to
attract, retain, and satisfy
customers. It often includes
understanding customer
needs, creating personalized
experiences, and building
long-term relationships. A
comprehensive customer
strategy involves first dividing
customers into distinct
groups through customer Establishing clear service
segmentation, enabling standards ensures consistent
quality, while sensitization
personalized experiences.
workshops and orientation
programs empower customers
with essential skills. Strategic
marketing of services tailors
promotional efforts to segmented
groups. Regularly seeking
feedback from customers
completes the cycle, providing
insights for continual
improvement. Together, these
elements create a dynamic
approach that attracts diverse
customer segments, ensures
satisfaction, and fosters lasting
engagement.
13.
2. CHANEL STRATERGY
This pertains to selecting and managing the various channels through which a company
interacts with its customers. Channels can include in-person interactions, online platforms,
social media, or other mediums. An effective channel strategy ensures a seamless and
consistent customer experience across all touchpoints.
Impoving Customer Service Experience With Records Management | Alma Causey 2019 April 17
https://www.openkm.com/blog/improving-customer-service-experience-with-records-management.html

Channel strategy
encompasses the systematic
approach to managing the
flow of goods and services
from the manufacturer to
the end user. It serves as a
pivotal framework that
orchestrates the distribution
process, ensuring efficiency This involves carefully enhances the reach of
and a seamless journey for planning and implementing products or services but also
products or services. The distribution channels, be it contributes to overall
goal is not only to through direct sales, customer satisfaction by
streamline this journey but intermediaries, or digital providing convenient and
also to give customers easy platforms, to optimize readily available avenues for
access to the offered accessibility. A well-defined customers to engage with
channel strategy not only and acquire the desired
services.
offerings.

14.
 Improving Customer Service Experience With Records Management | Alma Causey 2019 April 17
https://www.openkm.com/blog/improving-customer-service-experience-with-records-management.html
3. Product Stratergies
Product strategies for effective
customer service in a business
organization involve aligning the
features, quality, and delivery of
products with customer needs and
expectations. This includes
optimizing product design, ensuring
reliability, and providing excellent
post-sale support to enhance overall
customer satisfaction and loyalty.
The first stratergy is we must
understand customer needs. For the
example if a tech company
understands that their customers
value user-friendly interfaces, they
might prioritize product
development to ensure simplicity
and ease of use.
15.
Secondly, the next stratergies are
connsultation of customers as for
the example is a furniture
manufacturer might engage
customers through surveys or
focus groups to gather insights on
preferred styles and features,
influencing their product design
and development decisions.
Next stratergies are the availability
of product needs. For the example
are an online retailer with a quick
and reliable restocking system
ensures that popular products are
consistently available, meeting
customer demands promptly.
Next
 January 2024 Business

RECORDS MANAGEMENT
STRATERGIES FOR EFFECTIVE
CUSTOMER SERVICE IN BUSINESS
ORGANIZATION

The last stratergies is the timeliness Incorporating these aspects into

of the service and as for the product strategies helps businesses
example is a food delivery service not only meet but exceed customer
that consistently delivers meals expectations, fostering loyalty and
within the promised time frame positive relationships.
maintains customer satisfaction by
meeting expectations for prompt
and reliable service.

16.
17. 2024
Impoving Customer Service Experience With Records Management | Alma Causey
2019 April 17 https://www.openkm.com/blog/improving-customer-service-
experience-with-records-management.html

4. THE
Infrastructure
S t r a t e r g y

T he successful business strategy involves key

elements to boost customer service. The core
Business

is the infrastructure strategy. This includes

streamlining processes and ensuring efficient logistics.
Human resources play a vital role with a focus on
acquiring, developing, and managing a skilled workforce.
Clear expectations are set for service providers'
behavior, promoting a consistent and customer-centric
approach. Creating a welcoming environment, with both
physical and emotional elements, is crucial. Tangibles
like facilities and intangibles such as atmosphere shape
the overall customer experience. Integrating
technology, like AI-driven tools, enhances efficiency.
 Christian Dior

Dior Sauvage
Johnny Depp

Special
New
Edition

01.
NEW SAUVAGE ELIXIR

Born out of creativity and

authenticity, Sauvage celebrates the
skill and knowledge of exceptional
craftsmen, fully dedicated to their
art.

02. YOUR PERFUME

DIAGNOSTIC
We would love to learn more about
you & help you find your fragrance,
your Dior perfect match!

1300 22 8866
18. https://shop.dior.com.my
CHALLENGES

TO PROVISION OF QUALITY
CUSTOMER SERVICES IN
BUSINESS ORGANIZATION

19.
 FACING FRUSTATED CUSTOMERS

One of the hardest things about providing customer service is handling

irate consumers.

You and the consumer can both find it simpler if you take a few simple
steps to help defuse the situation. First, maintain your composure at all
times. Getting defensive or raising your voice will not help the problem.
Secondly, discover the reason for the customer's displeasure. Even
though it doesn't seem like it at first, there is frequently a good cause
behind their ire.

It's crucial to express regret for any trouble the client may have had and
reassure them that you are paying close attention to their issues. Lastly,
it's critical to express gratitude to the client for alerting us to the
problem.

20.
12 Top Customer Service Challenges and Ways to Overcome Them | Victoria 2023
https://www.servicetarget.com/blog/12-top-customer-service-challenges-and-ways-to-overcome-them
 NOT MEETING CUSTOMERS EXPECTATIONS
Consumers hold customer service representatives in high regard. They want their questions
and issues resolved in a timely and effective manner. This isn't always the case, though.
Customer service representatives frequently fall short of what customers expect.

Customer care representatives might not be able to live up to the expectations of

customers for a variety of reasons. One explanation could be that they lack the abilities or
expertise needed to handle client inquiries. They might not be able to offer the caliber of
service that the client anticipates, which is another factor. Furthermore, clients can think
that their issues are not receiving enough attention or that they are not being treated fairly.

First, get input from your customers. You can accomplish it by conducting client interviews,
going over chat logs, and gathering consumer surveys. It's critical to get direct feedback
from customers to enhance the overall consumer experience for your product or service.

Utilise client feedback to begin enhancing your customer service offerings. To get started in
the right way, start with little adjustments. Even while it might not seem like much at first,
little advancements over time add up. (Victoria, 2023)

21.
12 Top Customer Service Challenges and Ways to Overcome Them | Victoria 2023
https://www.servicetarget.com/blog/12-top-customer-service-challenges-and-ways-to-overcome-them
Serving multiple
customers at a
time

Your customer care personnel may occasionally find it difficult to

handle an increasing volume of technical support or customer service
tickets. Staffing shortages, daily or seasonal peak hours, or unforeseen
problems with the product or service could all contribute to this.

Offering practical consumer self-

Agents may find it challenging to
provide each consumer the
individualised attention they require
when they are handling several
requests at once. Additionally,
agents can resort to responding to
emails, chats, and phone calls during
this time. Customers may feel
overlooked or ignored as a result,
which can make their experience
unpleasant.
service alternatives on your website
is one of the greatest ways to tackle
this difficulty. It would be wise to
establish a product knowledge base
and activate a customer portal
where clients can check the
progress of their orders, file warranty
claims or returns, and get alerts
about any ongoing problems with
the products or service
interruptions. (

22.
12 Top Customer Service Challenges and Ways to Overcome Them | Victoria 2023
https://www.servicetarget.com/blog/12-top-customer-service-challenges-and-ways-to-overcome-them
 NOT BEING
ABLE TO
RESOLVE ISSUE
QUICKLY

The inability of customer care representatives to

quickly fix a problem is one of the most prevalent
problems. Consumers want their problems fixed
as soon as possible, yet this is frequently not
achievable. Extended wait periods or constant
back and forth with the representative may cause
annoyance, a bad customer experience, a
damaged reputation for the business, and
unfavorable word of mouth.

There are several approaches to overcoming this obstacle. The first is

to tell the client up front about how long the problem will take to fix.
Don't, however, commit a bogus timeline as this could cause further
annoyance and discontent. Offering the customer other options that
they can use in the interim is the second. The third is to inform the
client of the issue's development. (Victoria,2023)

23.
12 Top Customer Service Challenges and Ways to Overcome Them | Victoria 2023
https://www.servicetarget.com/blog/12-top-customer-service-challenges-and-ways-to-overcome-them
25.
 REFERENCE
1. What is Customer Service? (n.d.). Salesforce.
https://www.salesforce.com/ap/products/service-cloud/what-is-customer-
service/
2. Anania, T. (2023, December 15). What is Customer Service? Zendesk.
https://www.zendesk.com/blog/customer-service-skills/
3. Gori, A. (2023, May 18). What are customer service objectives? 4 industry
experts weigh in. Zendesk. https://www.zendesk.com/blog/important-
customer-service-objectives/
4. How to measure the dimensions of service quality | SurveyMonkey. (n.d.).
SurveyMonkey. https://www.surveymonkey.com/mp/how-to-measure-the-
dimensions-of-service-quality/
5. Improving Customer Service Experience With Records Management | Alma
Causey 2019 April 17 https://www.openkm.com/blog/improving-customer-
service-experience-with-records-management.html
6. 12 Top Customer Service Challenges and Ways to Overcome Them | Victoria
2023 https://www.servicetarget.com/blog/12-top-customer-service-
challenges-and-ways-to-overcome-them

26.