Excellence in customer service is the objective of all organisations wishing to be successful.
However, there is often a gap between customer expectations and management perceptions of customer expectations. Organisations fail to get close to their customers and correctly read their expectations.
Other reasons for customer service problems include:-
• Not listening to, or collecting information from customers
• Poor, or no focus on the actual design of processes to turn identified customer needs into products and services
• Gaps between what the organisation intends to deliver for customers and what it actually does deliver
• Cost constraints, or failure to set and meet realistic performance standards, which /'” affect what the organisation can actually deliver
• Poor staff attitudes, training levels and working materials
• Gaps between what salespeople promise and the actual service or product quality (adapted from Zeithaml, et al (In Stanton, Miller & Layton, 1994, Fundamentals of Marketing, 3rd ed., McGraw- Hill, Rosehill)
Comment on these statements (min. 1000 – max 2000 words)
• Why do these problems arise?
• Relate your comments directly to the processes your organisation employs to identify, translate and meet customer needs, wants and expectations
• How are the standards set, how do you ensure that employees understand and comply, and what tools do you use to measure customer satisfaction and employee response?
• How is the information used to improve performance in meeting customer requirements?
• What are the established processes for gathering and using customer complaints and other customer input to improve products and services?
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