Customer service is a very key area for every organization, individual, brand, product or service. For any of the aforementioned to thrive in their operations, proper customer service delivery must have been put in place. Customer service is felt across, and ranges from a lot of things/people to a whole lot more others. For instance; one cannot say that great customer service delivery lies in the hands of persons in top hierarchy of the company. Instead, it also lies in the hands of employees (from the manager to the Janitor).
This means that every single staff of the organization must serve as a touch point, interfacing between the customer and themselves, or the organization as a while. Customer service delivery by employees (no matter the level), will critically affect the bottom line (profit) of the company, whether for good, or bad. To buttress this also, it would be found interesting that according to NMSP Research, Consumers over look or look beyond the prices, and locations of goods, and service, but focus on the delivery of these products and service. Hence, customer service plays a key role in jeopardizing or uplifting the bottom line of the organization.
Also, in this regard, the Total Quality Management (TQM) cannot be turned a blind eye upon. These is a huge relevance of the concept of TQM to customer service delivery.
Toatal quality management is an approach to long-term success through customer satisfaction TQM must reflect at every touch point by participating in improving processes,product,services and culture in which they work to reflect customer satisfaction.each staff member must show some form of commitment to maintaining high standards of working in all the aspects of a company’s operations. In the definition of TQM given above one would realise that the key word there is “ALL”. This means that all staff members are expected to be a part of ensuring great customer service delivery in all and every area of the organization s operations. Consequently, the janitor is also expected to maintain high standard, when dealing with customers of the organization by having the idea of the vison and mission. This is what gives total quality management (TQM) its full value.
In all of these, touch point by each staff, TQM and the entire concept of managing the whole organizations quality of service delivery, Customer Experience Management (CEM) still remains tough job. Hence, there are certain challenges, when it comes to delivering a world class customer experience. Some of these challenges are language barriers, customers of diverse cultures, attitude (to,and from customers) and so many more. Managing people of diverse culture can be a pretty harsh challenge in CEM.No two human beings are the same. We all speak different language, with different attitudes This makes it difficult for the customer service personnel (CSP) to relate with the customer.In other words, communication barriers challenge the CSP in delivery their service(s).The entire process/experience of trying to manoeure through the language barriers is a challenge on its own.
Also, the aged consumers/customers pose a couple of challenges to the CSP and the whole CEM.
Most aged people are not computer savvy and would more than anything else, love to be walked through the solutions to their problems, more practically. They cannot easily grab what the CSP just tells them in passing, but need a step by step assistance to get it right, so they can eventually be satisfied with whatever product or service they consume. Product /service knowledge is also a huge challenge in CEM as some CSPs do not even understand, or have a vast knowledge of the products, or service they relate to the customers. Theoretical, and practical knowledge is very necessary in customer service delivery. Therefore if the CSP does not know what they are selling, then it would definitely be tough for the customer to be satisfied with information, enough to initiate eventual patronage.
Nonetheless, these challenges can be managed, or averted completely. This can be done by doing or carrying out proper service checks. CSPs should try and understand their customer’s database. This is usually a database of customer’s history, which can be of value, and be used to the advantage of the CSP. Understanding these information about the customers, will enhance better service delivery, especially to high touch customers. In line with understanding the history of the customers, customer relationship management (CRM) software can also be used. CRMs are designed to assist business in managing customer data, and interaction, alongside accessing business info, automating sales, marketing and customer support. The wonderful thing about the CRM is that not only customers are assessed, or given better service with it, but employees are also managed with the use of this software. hence, there would be a thorough check, in the process of managing customers, manage the challenge faced with customer experience management and employees, to eventually customer service delivery as a whole. Also, in managing these challenges, trainings can be organized to walk the CSPs through how to relate with the customers, especially the aged. The CSPs have to be very tolerant and patient with the customer’s attitudes. Ultimately, big data helps a great deal, in managing these challenges, as well as monitoring service quality. Big data simply implies a collation of customer data as well as all customer experience. Companies gather a lot of big data, fusing it in their operation, for better relations with their customers. This big data comprise what service they patronize, what websites they visit, how customer relations interactions are with certain other brands, where customers live, among many on their information. Companies, then use this to their advantage, to offer a more personalized touch with their customers, and in the long run, promoting the right products and services, which in real sense, is excellent customer service delivery.