Measuring Up to Customer Expectations - Essay Example

Measuring Up to Customer Expectations Executive Summary In the world of digital media, Samsung has been continuously developing its image as an organisation which focuses on offering imaginative products and services to its wide range of consumers. The company specialises in offering reliable innovative products as well as services which are prepared by its set of talented staffs who also concentrate upon collaborative business approaches with its partners and clients. Apart from developing advanced technology based products, the company also delivers unique customer services by delivering trust and belief. With this consideration, the paper intends to discuss about the present customer service as well as expectations within Samsung which have emerged from the delivery of superior products and services by the organisation. Moreover, in the main findings section, various strategies which could be applied by Samsung to deliver consistent as well as effectual customer services within the competitive marketplace will also be evaluated. Apart from these strategies, this paper also provides certain recommendations which can be fruitful for the organisation to sustain customer service excellence going forward. Table of Contents Introduction 3 Main Findings 4 4 Critical Evaluation of Current Customer Services and Expectations of Samsung 5 Strategies That Could Be Applied by Samsung for Delivering Customer Service Excellence 9 Recommendations 11 Conclusion 12 References 14 Bibliography 17 Introduction Customer service is regarded as a service stipulation which organisations’ deliver prior to and after a product purchase. Customer service involves a sequence of activities which are designed by an organisation in order to enhance the level of customer satisfaction through delivering products and services as per the customers’ expectations. The significance of customer service may differ in terms of industry, a company’s products and services. Superior interpersonal communication system is quite essential in order to enhance customer services through which an organisation can attain excellent competitive advantage (University of Cambridge, 2012; Newby & McManus, 2002; Richmond/ Wayne County, n.d.). In this similar context, it can be said that customer service is a kind of systematic process which is utilised in order to make certain that customer satisfaction is achieved by delivering products as well as services according to the demands of the consumers. Due to this reason, a majority of the leading organisations are intending to execute the process of customer service effectively in order to increase the level of customer satisfaction (Zemke & Woods, 1999; Brigham Young University, 2013). The paper aims to discuss the present customer service as well as expectations within Samsung, which is a globally renowned company functioning in the technology industry. Certain recommendations will also be provided to the company so that it is able to maintain its level of customer service superiority in the future as well. Main Findings Samsung Electronics Co., Ltd. is considered as one of the globally leading advanced electronics based companies in terms of manufacturing digital media as well as superior communication systems. With the help of innovative, talented employees, dependable products and services along with making collaboration with their partners and clients, the company is taking the world into a whole new imaginative direction. At present, the company’s products, services along with the incorporation of its systematic approaches towards the operational activities have helped it to maintain specific business level activities which in turn have enabled it to contribute effectively towards the development of people throughout the world. The employees of this company are always directed by simple philosophy, effectual values and superior ethical standards which help them to work efficiently and to deliver better products and services to satisfy customers’ requirements. The company’s service provider team is always prepared to suggest valued feedbacks in accordance with the customers’ queries where information is carefully handled by the executive manager (SAMSUNG, 2013). Critical Evaluation of Current Customer Services and Expectations of Samsung In order to deliver better customer services, Samsung consistently pays attention towards the customers’ voice as well as executes several quality and technical support initiatives such as quality enhancement, qualification support along with issues and requirements management. By taking into concern the innovative quality concept i.e. “Back to Basic”, the company is capable to deliver excellence in terms of quality within its customer service activities (SAMSUNG, 2013). Figure: Customer Services Source: (SAMSUNG, 2012) With the aim to improve products and services quality, the company implements certain rules along with a unique working system where employees can operate in an effective manner in every functional level. In this similar context, the company is fully committed towards comprehending their customers’ perception throughout the entire functional level i.e. from development and production to marketing and sales services. Moreover, the company always changes its product thinking as well as working procedures in order to serve its customers with innovative products and superior services. Contextually, in order to secure product quality and ensure service consistency, Samsung always endorses quality consciousness throughout its organisational work culture. At present, Samsung has declared two notions i.e. ‘quality vision’ and ‘quality pledge’. In terms of ‘quality vision’, the company is committed in order to deliver excellent quality products all over the globe by establishing faith and attaining ultimate customer satisfaction. In this similar context, it also has committed to deliver effectual services by satisfying potential customers’ needs as well as demands. In terms of quality pledge, the company focuses upon its vision with a whole new direction along with challenging itself in every aspect of its operational activities. Moreover, Samsung also executes ‘five-point Code of Conduct’ i.e. “Customer Centric”, “True to Basics”, “Professionalism”, “Quality Workmanship” and “Creating Customers for Life”. In relation to customer centric aspect, the company always concentrates on customers’ needs and values and integrates them into its product development as well as services deliverance activities. In terms of “true to basics” employees and other service providers always follow the company’s rules and regulations by identifying that quality is the vital principle through which they can enhance the expectation level of customers. In the context of “professionalism”, every employee aspires to remain committed towards developing quality products with ‘zero-defect spirit’. Additionally, in relation to “quality workmanship”, all levels of employees have established a mindset that the company’s logo signifies quality perfection which motivates them to manufacture effectual products and to deliver excellent services. Moreover, in terms of “creating customers for life”, the company endeavours to develop lifetime customers on the basis of respect by delivering instant services and truthful resolutions regarding Voice of Customers (VOC) (SAMSUNG, 2013). Apart from these aforementioned aspects, Samsung has also focused on certain activities for reducing inconvenience at the time of utilisation of products along with collaborating with customer insights within organisational activities. By focusing upon these aspects, the company has established and operates evaluation lab in order to identify real-life situations and issues faced by the customers regarding product as well as service related facets. Through this way, the company comprehends and recognises customers’ needs, demands and preferences which assist them to deliver superior products and services. Throughout the organisational work culture, every level of employees always believe that focusing on clients’ information helps to establish and earn trust of potential customers. In this way, the company comprehends and is able to deliver accurate services at the right time to the potential customers (SAMSUNG, 2013). In accordance with the present business scenario, it can be observed that the company attains superior customer satisfaction by strengthening unique customer service abilities. In this context, Samsung frequently upgrades its quality management system through which it strengthens its product quality and assures customer oriented services. Moreover, the company always listens to as well as focuses on VOC which helps it to establish instant service processes. Samsung always reinforces specified skills at the time of communication system which takes place between service provider and potential customers. Contextually, the company concentrates upon ongoing innovation activities within the international markets in order to expand its service network. In terms of overseas markets, it primarily focuses on after sales services for which the company has initiated more than 14,000 service centres all over the world. Furthermore, the company also conducts customer satisfaction surveys with the aim to recognise the product related issues and deliver accurate services as per the consumers’ requirements (SAMSUNG, 2013; Langer & et. al., n.d.). Moreover, the company also executes Customer Complaints Management Strategy (CCMS) in order to deliver excellent quality of product services. This strategy facilitates the company to obtain effectual information in order to handle worldwide customer complaints in a confidential manner. In terms of global perspectives, the company develops customer feedback system on the basis of CCMS which assists it to offer required services to the worldwide potential customers. Moreover, the company always upholds VOC strategies in order to assimilate and respond towards the customers’ feedback in a systematic manner (SAMSUNG, 2013). Figure: Responding to Customer Complaints Source: (SAMSUNG, 2013). Samsung has established an integrated VOC management system in order to obtain global customers’ complaints in a systematic manner. Through this system, it obtains essential information regarding customers’ needs, preferences along with informing them about product planning, sales development and services. In this regard, the company has effectively committed towards providing safe, eco-friendly and quality products in order to avoid maximum number of complaints from potential customers. Prior to manufacturing, the company tests all the elements in order to ascertain product safety to the potential customers (SAMSUNG, 2013). Strategies That Could Be Applied by Samsung for Delivering Customer Service Excellence As an internationally functional company, Samsung always provides exceptional customer supports by its friendly employees and superior after as well as prior sales services mechanism. In terms of customer viewpoints, the company attempts to offer prompt responses for delivering accurate service systems. In order to deliver superior quality of customer service, Samsung can follow The International Customer Service Standard (TICSS). TICSS is primarily developed by the International Customer Services Institute (TICSI) through which an organisation can attain superior quality of customer services and also establish flexible as well as measurable approaches in terms of service delivery. TICSS comprises certain customer service principles through which Samsung can improve the service quality at the time of delivery procedures. Moreover, TICSS was developed on the basis of ‘Five P’s Services Model’ which is also considered as the key elements of service quality. These five P’s are Policies, Products or Services, Premises, Processes and People (The British Standards Institution, 2013). Through this model, an organisation such as Samsung can continuously evaluate as well as measure the customer service performances. Figure: Five P’s Model of TICSS Source: (The British Standards Institution, 2013). By implementing this model, Samsung can attain high level of customer expectations by developing superior quality of customer satisfaction. Moreover, through this model, Samsung can also establish superior level of customer loyalty by delivering advanced quality of products and services. Additionally, through this model, Samsung can also ensure customer satisfaction, influence employees towards the commitment of delivering good quality of services, increase customer retention as well as loyalty, develop continuous evaluation process regarding customer services along with establishing effective customer awareness in terms of products and services (The British Standards Institution, 2013). Apart from this aforementioned strategy, Samsung can also implement and follow Customer Service Strategy (CSS) through which the company can deliver superior quality of services by attaining high level of customer satisfaction. Through this strategy, the company can also recognise the opportunities of improving the customer service facilities. Moreover, with the help of this strategy, Samsung can also understand current needs and demands of the potential customers through which the company can deliver appropriate products and services. This strategy can also facilitate the company by delivering strategic roadmaps by which Samsung can obtain the opportunity of improving the quality of service delivery. Furthermore, through this strategy, Samsung can make continuous interaction with its potential customers and analyse the needs and demands in terms of products as well as services. Additionally, this strategy would help to maintain superior quality of customer services by comprehending their additional needs in terms of company’s services (RBosch Consulting, 2006). Recommendations From the overall discussion, it has been observed that Samsung is one of the leading manufacturers of digital media products along with a provider of excellent quality of customer services throughout the world. Through this discussion, it has been further observed that the company also implements certain unique strategies in order to deliver superior services to the potential customers. By taking into concern regarding present competitive business scenario, it is necessary for the company to enhance its customer services in order to attain sustainable competitive position. Apart from the existing customer services strategies, the company can initiate door-to-door services so that consumers can obtain product related services by sitting at their home. Through this service strategy, the company can establish more trust and belief among its potential customers. Additionally, the company can also enhance its communication system where the service provider should interact with customers regarding product features, handling issues and obtaining feedbacks of the products. In this way, the company can effectively identify product issues and understand customers’ needs as well as preferences. Conclusion The core idea that has evolved from the overall discussion is that Samsung has established itself as a globally leading electronics company not only in terms of products but also with regard to delivery of superior customer services. It has been observed that the company always prepares itself in order to provide accurate services as per the customers’ requirements. With the aim of delivering excellent customer services, the company implements various strategies such as quality vision, quality pledge, CS talent management and CCMS. Through these strategies, the company effectively enhances the level of customer expectation by comprehending customers’ issues, needs and demands. Moreover, in order to deliver effective customer services and satisfy their expectations, the company always focuses upon ensuring quality improvement, delivering educational training to the staff, providing technical supports as per the customers’ requirements, focusing on worldwide VOC and involving quality management staff in every outlet for informing customers at the time of purchase. For upholding this customer services and attaining long-term business advantages, the company should implement certain other pertinent strategies for enhancing the level of customer expectations within competitive market. References Alge, B. J. & et. al., 2002. Measuring Customer Service Orientation Using A Measure Of Interpersonal Skills: A Preliminary Test In A Public Service Organization. Journal of Business and Psychology, Vol. 16, No. 3, pp. 467-476. Brigham Young University, 2013. Customer Service. BYU Manager’s Toolbox. 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