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With most business operations in the hospitality industry going online, product query has become a routine service event in most companies. Companies have received millions of phone calls from customers who are willing to purchase products and maintain buying products from a similar company. The personnel handling customer queries are required to handle each phone call well. These phone calls help a company to take a journey with the customers’ from-end-to-end so as to improve customer experience. However, most personnel are faced with the service failure of not understanding the context of a call from customers (Lovelock & Patterson, 2015). They only narrow their focus on maximizing customer satisfaction at the moment of the call. This
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They should do this by identifying the key customer journeys that they need to excel in. They should identify the key problems in these journeys which make customers dissatisfied and solve all the underlying problems (Inghilleri & Solomon, 2010). Additionally, the failure can be solved by companies understanding how they are performing currently in each key customer journeys identified. The company must look at each journey in details and understand the causes of its current performance. This helps the company to focus more on ways to improve the performance and increase customer’s loyalty to its …show more content…
The personnel should work on solutions together to improve customer experience and loyalty. Finally, the company should navigate the customer journey by looking at fresh service ideas or adding fresh groups to improve customer experience.
In conclusion, product enquiry service failure is very dangerous to a company’s customer’s loyalty in a long term. Service providers may focus on making customers happier during the call with the aim of satisfying customers. However, this may not make them meet the needs of the customers. Service providers should therefore understand the context of a call and address the root causes of the call. They should aim at working an end-to-end journey with the customers so as to improve customer loyalty to the company.
References.
Inghilleri, L. and Solomon, M., 2010. Exceptional service, exceptional profit: the secrets of building a five-star customer service organization. AMACOM Div American Mgmt
Miller, B. W. ( 1992). It’s a kind of magic. Managing Service Quality, 2(4) 191-193
Growing sales through service: TP came up with new methods to satisfy customers. Furthermore, employees got trained on acting in customers favour.
Weinstein, A. (2012). Superior customer value: strategies for winning and retaining customers (3rd ed.). Boca Raton, FL: CRC Press.
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