Further theoretical insights would be rendered in terms of understanding potential service strategies that needs to be developed or followed in by organisations to gain an enhanced space in the target market for its products and services. The Case of Google The level of consumer trust for the online services rendered by Google in terms of operating as an effective search engine and faster networking site has countered problems owing to the failure of the company to sustain the parameter of privacy. Google is found to have entered with a contract with another online advertising firm DoubleClick thereby servicing the same with encrypted information relating to the Internet Protocol or IP Addresses of the users through their clicking on the search engine to retrieve results. This activity of the concern is taken as a breach of trust for the user base spread around the world in that the company failed to inform the same about the reason for their merger with DoubleClick. Moreover the organisation looking after elements concerning electronic privacy also mentioned about the same as a case of deception in trade practices for the online company. This case strongly reflects in how the deceptive practices of Google in terms of its merging with the online advertising company happens to potentially disturb the privacy of users in terms of conducting online surfing. Thus the level of trust for Google actively declines in the online user sphere (Pasquale, 2010, p.405). The Case of Starbucks The case of Starbucks also reflects a reduction in the level of consumer satisfaction and trust in savouring coffee preparations from its different outlets owing to reduction of focus on customer servicing standards. Starbucks is found to focus on moving over to an opening spree where it focuses on opening a large number of different outlets spread along a small region. These large number of outlets created in a closed network tends to increase the level of competition between the different outlets thereby cannibalising its own sales and consumer force. Moreover the company is also found to focus on diversifying into sales of compact discs such that the initial focus of the company on developing its coffee brand goes for a toss. Thus other small coffee brands operating in the same sector are found to gain the lead over Starbucks to help gain over cultivating a larger market share. It is also found that the brand identity of Starbucks in the coffee market is easily copied over by other firms like McDonald’s and similarly by Dunkin Donuts in terms of enhancing their product and service portfolio. This fact adds to the problem of the company in failing to sustain the consumer trust and loyalty (Smale, 2008). The Case of Royal Bank of Scotland (RBS) The case of Royal Bank of Scotland reflects that how the banking corporation happened to strike on a low customer servicing event owing to the emergence of a software problem. The software of the bank was held for up gradation matters that in turn created a problem for the bank executives in servicing the needs of its customers pertaining to banking transactions. The ...
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“Customer Service Excellence Essay Example | Topics and Well Written Essays - 2250 Words”, n.d. https://studentshare.net/business/14004-customer-service-excellence-a-crisis-of-trust.
Organizational culture is a notion in the field of organizational studies as well as management which defines the psychology, approaches, experiences, views and values (cultural as well as personal) which are dominant in an organization. It has been described as ‘the precise collection of principles and norms that are mutual amongst people and groups in an association and that regulate the way they network with each other and with stakeholders outside the business’ (Hill & Jones, 2001).
To make sure this happens, there is a functional process that takes place within the organisations that supports, motivates and gives power to the employees at all management levels to provide customers a satisfying experience, and this process is known as Internal Marketing (Rafiq, M, & Ahmed, P 1993).
In fact customer service is being looked at as an opportunity to gain competitive advantage. Organizations try to use customer service as their unique selling point. In their effort they try to deliver service beyond the expectations of the customer thereby leading to excellence in customer service.
According to the paper the concept of marketing has evolved over time and customer is given the highest priority by any business organisation in the modern era. A company which is market oriented keeps the customers at the central position and all its business activities revolve around the customers. It tries to align its marketing strategy.
Customer Service Excellence.
In the global economy, various forms of developments are taking place at an accelerating pace and there has been a drastic change in the balance between the company and its customers. The developments of new and innovative technologies along with communication mediums and easy trading among countries have provided multiple choices to the customers.
Due to globalization, the marketplace today has expanded considerably, transcending beyond geographical boundaries and in various service oriented spheres such as education. In such a highly competitive environment, retaining customers is of supreme significance.
A Crisis of Trust: Importance of Customer Service Excellence in Establishing Trust Part One The customers are considered as the lifeblood of the business industry; therefore, it is important for business organisations to gain their trust and loyalty. In line with this, they employ customer service excellence in order to get and maintain a good rapport with their customers.
Customer services have to be embedded in the vision of a business, with all strategies developed towards satisfying the needs of a customer at the lowest cost possible. Efficient and effective customer service leads to operational excellence. Customer Service and Operational Excellence 1.0 Introduction The vision of a business has to connect with the needs of customers, must have value, has to be clear regarding the future of the business and portray passion in the business.