Both gaining customer commitment and stimulating employees can produce an outstanding service for the corporation and to ensure that the results first satisfy the client, and then lead to successful target achievements.
Service strategies vary from company to company, however, they are some general rules that need to be observed. Each service strategy aims to improve its customer care and to meet the needs of its customers in the most professional manner. Strategic approaches aim to continuously enhance the understanding about the customer service and how to implement it into the routine work with clients. In order for a company to succeed it should have easy to grasp strategy endevours, which are understood by the personnel. This constitutes a great level of the customer service, since they provide diverse pieces of advice and support for its clientele. Cook (2008) also elaborates on modern online technology and explains how those changes affected the overall customer service and employees. Customer engagement is best explained by Cook (2008) illustrating few example from eBay, Tesco and John Lewis. There is a universal structure and service units regardless of where they are positioned in the market chain and as geographical location.
Among the other useful tips that Cook (2008) provides her readers is to listen to customers. Listening to customers is one of the most vital principles of service management. Attention should be paid to the customer's demands and requirements. Company representatives should carefully direct customers in order to understand and meet their needs. When customer is speaking, the employees should carefully pay attention and if necessary take notes, especially if the conversation is conducted over the phone. While listening to the customer, the employee should quickly take action on those issues that are easily solved and fixed.
Another topic that Cook (2008) reviews is the implementation of customer care strategy. Since customers are becoming growingly sophisticated and inventive in their demands, this requires the implementation of well organized customer care strategy. Every business is dependent on the clients, thus to provide a high level of responsiveness to their desires is the prime aim of every organization. Developing and implementing extensive approaches to customer relation management has increasingly become the cornerstone of service management. There are also training and development programs for customer service which aim to make the servicing more interactive (Cook, 2008). There are integration approaches into these training customer service programs which debate real situations and life experiences and enable the employees to frame their impressions about the ever-changing customers' demands. Recognition and rewards are other inseparable part of excellent customer care (Cook, 2008). The company has to recognize the customer as valuable and to indicate that he is important, because he choose particularly us to provide him with the service. To connect reward with customer loyalty we have to show that we try our best to keep the customer. To achieve this we reward him in many different ways - from offering him discounts, to bonuses for returning to us again.
Mudie and Cottam (1999) look closely at the relationship between marketing and public sector issues. Besides pointing out to these key areas, they also provide exhaustive examples and case studies