1.

whyar eser v i
ceempl oy eescr i
tical tot hesuccessf ul ofanyser v iceor gani z ation?
Becauset heyar et hef aceoft heor gani z ationt her epr esentt heor gani z at i
onbehav i
orandany
thingt hatcust omer smustknowaboutt heor gani zat iont heyev encanchanget hei mageof
theor gani zat ioni nt oagoodorabadsi tuat ioni ngener al theyhav et hepowerofmaki ngt he
cust omersat isf act i
onordi ssat i
sf act i
on.
2.usi ngy ourowoper sonal exampel sdi scusst hegener al impor tanceofcust omeri nt he
successf ul creat i
onanddel iv eryofser v i
ceex per i
ence?
Ever yor gani zat ionsar ecr eat et hesuccessf ul way ,makeapr of i
t, meett heyst ar t
ingobj ect i
ve
orsat edmi ssi onst atementbycust omer s, cust omer sar et hebakeboneofev er y
organi zat ionbecauset heyar ei nv estmi lli
onofbi rrf orser vingacust omer ,aswesayal way s
cust omeri ski ngweuset hesphr aset onot icet hatwi thoutacust omert her ei snosur viv i
ng
i
nor gani zat ion, forex ampl ecomput ermanuf act ur ingor gani zat ionspr oducet hecomput eras
cust omeror derandbet hi nki ngt hatwhatcust omer sneedi nt hef ut ur ebuti nser v i
cesect ori t
i
sl it
tledi ff erencet hecust omerser v i
cef aceeasl ygetouror gani z at i
ont ohal l becauseoft hat
wehav et owor kont hem f orex ampl eEt hiopi aai rlineor gani zat ioni shav et henamei thav e
nowi scompl et elybyor gani zat ionempl oy ees, ingener al asIsat edi nabov eex ampl eandI
cansat emor eexampl el ikedent al clini cs, impor tandex por tor gani z ations, educat ional
i
nst i
t ut i
ons, hot elsandt ourandt rav el or gani z ationsar eser vicesect orwhi char ebasi cal ly
startt her et ransact iondependoncust omerneedandwentbecausewi thoutcust omert here
i
nnoor gani z at i
on.
3.Whati scust omersat isfact ionandwhyi si ti mpor tant?di scusshowcust omer s
satisf act ioncanbei nf luencedbeeachoft hef ol lowi ng: -pr oduct sat tribut esandf eat ures,
cust omeremot ions, att ri
but ionsf orsuccessorf ai lure, per cept ionsoff airnessandf ami ly
member sorot hercust omer s?
Cust omersat i
sf act ioni st her esponseoforaf eel ingt hatcust omer sr espondorf eel af ter
theyr ecei v eapr oductoraser v i
ce. andi tcanbecal cul at edbyequat ionbet weenex pect at i
on
andact ual , whenexpect ationi sgr eat ert hanact ual ityitwi l
l bedi ssat i
sf act i
on, i
ft he
actual izat ioni sgr eat ert hanex pect ationi twi l
l bedel ight edandwhent heyar eequal i
twi llbe
satisf act ion.
Iti
si mpor tantbecauset hesat i
sf iedcust omercanbet hel oy al cust omerandusi ngwor dof
mout ht hatcust omercanr ef erf orot hercust omer saswedi susedear lycust omeri st he
i
mpor tantsour cesf orev er yor gani zat ionf orex ampl ei ti ndent al cl i
ni ci ft hecust omeri s
satisf i
edt heywi lltell fort her ef riendsandf ami lyi ft wooft hem wentt ot ryt hatcl inicandi f
theyar esat isf i
edagai net heywi l
l tell forf riendsandf ami lysandt wooft hem got ot hecl inic
tocheckasweseeher et hechi nei snonst oppabl ebecauseoft hatt hecl inicswi llgetnon
stoppabl epr of itst artswi th1cust omer si nt oi nf init ynumber sofcust omer st hisi st heeasy
exampl ef orwor dofmout h.
Productat t ri
but esandf eat ur est heyar edi ffer enti magesofpr oduct .
Productat t ri
but es:-ist hepr oductbehav i
orort hechar act erist i
csoft hepr oductofpr oduct
whenweseei t, t
ouchei t,usei t, smel lit, buyi t….et candt heabov ear ev er yimpor tantf or
cust omert of eel thepr oducei nt hey5senseor ganandt heywi llbesat isf act i
onwhent hee
expect at i
oni sequal towhatt heysee, touche, smel l, …act ual i
z at ion.Forex ampl ei fwegot o
hospi t alt ot r
eat mentouri llnessf irstwewi l
l judget hehospi tal byt hesmel loft her oom,
neat nessofi tandwewi llseehowdoct or sandnur sear et ryt ot reatas.
Productf eat ur es: -itisdependont hel ookoft hepr oductorser v icef orex ampl ewhenwego
tohot el toeatsomef oodf irstweseet heneat nessoft hepl acet hel ookoff oodandwai ters
ets
cust omeremot ions: -t her ear et wot y pesofcust omer s, rat i
onal cust omer sandemot ional
cust omer s
Rat i
onal cust omer s: -ar et heper sonswhi char edependont hef acet soft hepr oductor
servicet heybuypr oducebecauset heyar ebel iev eoni t.
Emot ional cust omer s: -t heyar edependont hef eel ingi tt hebuy i
ngt i
meandt heybuypr oduct
becauset hef eel goodaboutt hepr oducecol ororhav egoodf eel ingaboutt hesal esorf or
organi zat ionsf orex ampl ei fsel am i semot ional cust omerwhenshei smadonsomet hi ng
andgot oseehersoni nschool shewi llbehav eanpr operev enshecant akehersont o
anot herschool ift hemangercan’ thandl eheremot ion.
attri
but i
onsf orsuccessorf ailur e: -itdependont hechar act er isticsofcust omer ssuccess
andf ailur e.i facust omeri si nf ai l
ur est aget heywi llbepr icesansat iveandwentt odi scus
aboutdi scount st heycanusef orexampl ei fabanki sinf ail
ur est ageandt heywentt o
discussi twi thshar ehol der st heyneedahal l whi chi scomf or tabel andcheaper .
Andi fthebanki si nsuccessst aget heywi llfocusont hecomf or tabl y, secur ity ,addi t
ional
ser v
icet hecanget…. .thewi ll dependont hequal i
tyoft heser viceandpr oduct .
per cept ionsoff ai rness: -iti sdi fferenti nper sonal per cept i
onf orex ampl emer onandsel am
i
sbastf ri
endsandgot ot heshopt obuyacl otheandt heyaskt hepr iceandt hesel est hey
thatiti s8, 000andmer ont hinksi tisf arbecausei tsbr andi sknownandt heshopi sl uxur y
andsel am t hi nkst hatshecanbuyi si ncheaperpr icei nshopsheknowsi nshei ssuper siz ed
abouti t.
Aswecanunder st andf rom t heexampl eper cept i
oni sv arybecauseofdi fferentt hingssuch
asl i
v i
ngst andar d, income, rol esandst atut esi nsoci etyet c.
fami lymember s: -itdi rect lyr elat ewi thquant i
tyofapr oductorser v icef orex ampl edi ff
er ent
hospi tal sandcl ini csof fert hatf ami lypackaget hatcansat i
sfyaper sonwhohav el ar gef ami l
y.
othercust omer s: -ot her sf act or saf fectsat isfact i
oni sincomeoft hecust omer ,buy ing
behav ioroft hepr oducet y pesofpr oduces……. .et c
4.Assumet haty ouar eamangerofaheal thcl ub.Di scussgener al st r
at egi esy oumi ghtuse
tomaxi mi z ecust omer sposi tiveper cept i
onofy ourcl ub.Howwoul dy ouknowi fy ouwer e
successf ul?
Gener alyIwi l
l uset wost rat egi esi nex istingcust omer sandi nnewcust omer s
Inex ist i
ngcust omerIwi ll tritet hem i nspeci al wayt okeepmecost umer sasl oy al bygi v i
ng
somegi veaway s, discountandbyv i
sitingt hem bygoi ngt ot her ehomebymakel i
kef ami ly
connect i
onwi tht hem.
Innewcust omer sIwi l
lchoosemywayofadv ertisingmet hodt okeepmyst at esandt ellthe
direct l
yabouthowmycl ubi squal i
tybased, prov idingf ami l
ypackageandcar eaboutpeopl es
aroundt heor gani z ation.
Itistoknowt hati fIam successf ul ornotseei ngchangei npr of itandcust omer sl oy altybe
enough.
5.Whatdi stingui shedser vesof fer i
ngf rom cust omerser v
ice?pr ov idespeci f i
cex ampl e
Theyar ev er ydi ffer entconcept si fwesayser vesof feringitisdi rect lyt oki ngaboutt he
mi ssionofor gani zat ionandi tist hewor koft hef ounder sort hemanger soft heor gani zation
forexampl eeducat ional inst itut i
onar esat edf orgi veeducat ionort ot eachpeopl esi ngener al
put t
ingt heser vicei nt het abl ebutwhenwesaycust omerser vicei nv itingcost umer st ot ake
theser v i
cewhi chi ssat edi nt het abl et ocont i
nuet heex ampl ei nv itingst udentt oeducat i
onal
i
nst i
tut ioni st heconceptofcust omerser viceandi tist hewor kofempl oyees.
6.expl ai nt hel ogi cbehi ndt heset woquot es“ acompl aintisagi ft”and“ t
hecust omerwho
compl ai nti sy ourf riend”?
Theyt el last hegoodpar tofcompl ai ntorcompl etelycompl ainti st hebenef iciar ypar toft he
organi zat i
on.Andt hedi ffer encebet weent hem . .
acompl ai nti sagi ftitmeanst hatt hecompl ainti st hemet hodofdev elopi ngori tdi rectly
relatedt ot hegi v encompl aint .
thecust omerwhocompl ai nti sy ourf r
iendandt el last heper sonwhogi v easacompl aintis
whoneedourchangeorwant sast obebat terandi tisdi r
ect l
yr elatedt oaper sonwhogi v e
compl ai nt.