Wednesday, July 25, 2007 - Customer Service Article - Customer Service Article: "Customer service represents a wide-ranging business discipline that is core to many companies success. Customer service includes measuring customer satisfaction levels, improving enterprise-wide support and response times, as well as managing customer data to look for buying or complaint trends. As such, customer service is business requirement that impacts an organization at nearly every level.

The Advantages of Strong Customer Service
A company can outperform it's competitors only if it can establish a competitive advantage that it can maintain. Customer service has the potential to be such a competitive advantage. Customer service can be very challenging to manage, and therefore difficult for competitors to imitate. Customer service is a challenge to manage because of its variability. The level of customer service may even differ significantly between two providers within the same company. It may also vary from one moment to another, even as delivered by the same provider. The challenge of providing high-quality customer service is compounded in multi-location operations - in addition to variability within individual locations, there is also variability in customer service among locations themselves.

That is both the challenge and the opportunity. The consistent delivery of superior customer service requires the careful planning and execution of a large number of activities that includes people, processes, and technology. For companies that can sucessfully manage this set of customer service activities they are rewarded with a competitice advantage that can help them significantly. Companies with strong customer service are sought out by their customers, referred to new customers, and retain customers much better than companies that have not focued on these activities."

Editor's note: Working on this area of your business will ensure you are around to take care of your customers in the future.

Bob Hooey


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