A Crisis of Trust: Importance of Customer Service Excellence in Establishing Trust

A Crisis of Trust: Importance of Customer Service Excellence in Establishing Trust Essay example
Masters
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Marketing
Pages 8 (2008 words)
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The customers are considered as the lifeblood of the business industry;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 …

Introduction

By definition, customer service is the ability of an employee to deliver the product or service in the fastest yet most professional manner (Churchill & Frankiewicz, 2006). In relation to definition, many businesses and corporations may be aware of the importance of customer service to business transactions, but only few are cognisant of the aggregate impact of customer service. According to Jackson (n.d.), financial services in the United Kingdom have gained the highest loss of customers due to their poor customer service. Many of their customers end up transferring accounts to the competitors. Most of the customers ages 27-43, in relation to the repetition of the same poor service, are being forced to wait for a long period, customer service representatives do not have prior information of the client, and the inability to transfer from one communication medium to another. Also, the NatWest and the Royal Bank of Scotland have been named as two of the few financial services that have a poor customer service. For this reason, the two banks have to pay ?2.8 million for the inadequate and poor response of customer’s complaints. It has been found out that customers of the banks are unfairly treated due to the latter’s inability to handle complaints in a proper way. ...
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