Qn

Management commitment to customer service quality.

1. Customer service as a strategic issue

2.Tools for implementing customer service initiative.

INTRODUCTION

Management commitment to quality customer service means maintaining customer service

value, conducts and procedures which involves providing efficient, quick, and friendly service to
customers as well as building strong relationships with them. It also entails responding to
customers’ issues in time and handling any complaints swiftly. This is achieved by
understanding customers’ needs and meeting them, ensuring quality product design, and offering
customers several options for communicating and contacting customer service.

Ensuring customers service quality, there is the need to adhere customer service equality which
refer to the equality in treatment of customer despite of age, appearance, quantity of purchase of
products and their general appearance. All customers are equal before the company, since they
both have influence to purchase despite of range of their capital and what they contribute to the
company as customers plays big role in advertising the brand of the company to the market.
Equal treatment to customers service provision recognizes equal contribution of customers to
company's prosperity in service provision. Management commitment to customer service quality
is to ensure equality in provision of customer services.

There are five dimensions by which consumers evaluate quality.

a) Tangibles: The appearance of physical facilities, equipment, personnel and communications
material.
b) Reliability: The ability to perform the promised service dependably and accurately.
c) Responsiveness: The willingness to help customers and provide prompt service.
d) Assurance: The knowledge and courtesy of employees and their ability to convey trust and
confidence.
e) Empathy: The caring, individual, individualized attention the firm provides its customers
MAIN BODY

The following are strategic of customer service quality issues as:

Improvement of customers opinion Listening to customers opinions is among of essential

strategies in helping to identify areas of rectification and solving problems that may reduce bad
image of an organization and implication to affection of good relationships with customers and
the company. Customer Opinions on the application process in improving customer service
quqlity is very essential as the customers are the users of the provided products or services. Now
through knowing customers opinion the organization can improve the quality of products or
services offered by the organization. For example many of the electronic applications such as
whatsapp, have the way to collect opinions from their customers through the rating system and
feedback page where by these opinion given may be used tomodify the exixting products.

Training of Staff on Customer Care It is an essential stage in ensuring that staffs or employees
are well trained and acquires new skills, knowledge and competence as it is the fact that people
or customers arecomplex and their needs differs from time to time due to change of technology
and fashion. Hence through training customer care employees may help to understand the needs
of customers and how to care customers as well as maintaining good relationships with
customers and create trust, promote brand and retain customers in buying service or products
offered by the company. For example, DAWASCO marketing strategies enables employees to
ensure provision of quality services to customers. Using DAWASCO staff questionnaire which
was distributed to the four regional offices in Dar es Salaam, employees were interviewed in
order to examine the level of customer service training. Employees who were interviewed were
those who deal with customers, such as mains supervisors, accounts assistants, draughtsman, etc.
and their education and whether they have ever attended customer service training course. It
indicates the level of importance of customer service training and give comments on the factors
affecting delivery of services in their department and sections.

Innovative Strong Relationship Strategy. Strong relationship strategy is essential in retaining

customers whereby it can be built through good communication between service providers and
customers, quality products related with advertisements and other bonuses and deliverance
means differentiated by a particular company from others that is to determine the gap between
the organization and other competitors with same or similar products that a company produces,
this is to ensure customer satisfaction. Customer Satisfaction is very important in today’s
business world and as noted by the ability of a service provider to create high degree of
satisfaction is crucial for product differentiation and developing strong relationship with
customers. Customer satisfaction makes the customers loyal to one service provider. Previous
researchers have found that satisfaction of the customers can help the brands to build long and
profitable relationships with their customers.

Seeking customer feedback. Customer feedback is essential to a company since it pinpoints

areas of weaknesses and suggests better ways of providing service. It helps a company to realize
their situation and rank in terms of service provision. To provide excellent customer service, is
through understanding their needs, experiences, and pain points. For these, A need to ensure that
it provides customers with multiple ways to share their feedback. through telephone surveys or a
feedback form sent via email. Other than surveys, also establish a complaint system, which will
better enable customers to raise their issues. This will make a company know all about their
good, bad, and ugly experiences when interacting with company’s brand. Through this, service
provider can gain real insights into doing well, and which areas require improvement.
Connecting with company’s customers to gather feedback also has another important benefit thus
it makes them feel that you value them, and are willing to resolve their issues. This can help to
establish trust, and may even prevent them from sharing their concerns or negative comments on
social media. As an example, web hosting service provider Site Ground invites its customers to
provide feedback 24/7 via three different channels: tickets, live chat, and phone.

Evaluation of performance of your customer service representatives Understanding the

performance of customer service representatives is essential since helps to determine whether the
service provider, provides customers with satisfactory language, treatment, information and
accuracy in all details about a particular product. Much consideration should be here since is a
direct place to create or lose customers. A company and supervisors have to be sure of exactly
how skilled your customer service representatives are. Asking customers about their
experiences dealing with them. Site Ground asks customers to rate each customer service
representative who attends to them. Once a customer rates the representative anywhere from one
to five stars, the site redirects them to leave a review. A company can use insights from such
ratings and reviews to track the performance of each customer service representative.

On other hand, the following are the tool to implement customer service initiative as:

Manage the feedback process. A service provider and his team of employees working on
service provision, has to ensure the managing of customer feedback by providing solutions and
where required to provide compensation to a customer who has experienced poor service from a
company. By using various company networks for customer feedback by protecting company
image a company has to provide alternatives which may influence retaining customer and
attracting other new customers. Example if a person has sold with a very fake and poor phone a
company quickly has to call him under his feedback to provide where necessary another phone
and beg him you create the review that " It was by mistake now I have got quality and really
phone" This can help to reduce reaction from others who were expecting to become company
customers.

A Talk to customer service Staff. There should be a talk to a service provision staff by a
company owner. Through provision of serious warning on their lack of care, language use,
customer response provision, nature of information and general treatment to customers. Also
imparting some skills which may help customers service providers to give service in a polite,
positive and charming way to attract and retain customers with the relation to the quality of
service provided.

Creating support materials. Using the information gathered during research and employee
interviews, A company has to create customer service materials and tools to send customers or
post on company’s website or social media channels. For example, create a frequently asked
questions page customers can use after hours. Create instructional videos to the website,
YouTube channel or other platforms. Provide written support materials you include in
company’s packaging to help customers better understand how to use and troubleshoot
company’s product.

CONCLUSION
Customer service quality and care is identified from the very entrance of a customer in an entity
or service provision area. From the moment of truth, a customer generates either a good or bad
image of an organization, from reception languages and arrangements of words, tone, reaction,
positivity, accuracy and provision of information and brand of a product can speak a lot to a
customer. Henceforth a company has to ensure has a good service provision team, perfect
customer care and knowledgeable employees with adequate and sufficiently information on a
company product or brand to create a good moment of truth. Ensure quality of product and fast
dealing with customer feedback, all these can create more customer and promote brand and
growth of the company.

REFERENCE

Cook, S. (2008): Customer care excellence; How to create an effective customer focus, 5th
edition, Kogan Page , UK

Gronroos, C. ( 2000) :Service Management and Marketing: A customer relationship management

approach

Mayall, Carol (1993): Customer Service,: Marketing and Competitive Environment (332.17
Banking).

Kotler, P. (2006): Marketing management; Planning, Implementing and Controlling.

Seismic. customer service. Seismic. Com