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Personal Selling and Customer Focus - Essay Example

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Personal Selling and Customer Focus

In order for Studio Productions to improve the company's well-being, it therefore needs to implement a customer service system that is first and foremost, customer focused. The goal of customer service is to "attract and keep customers who are satisfied, loyal and speak well of the company, but perhaps most importantly, to keep profitable customers" (Gustafsson, Ekdahl and Edvardsson 344). Hence, a customer service system must always ensure client satisfaction, and if possible, exceed client needs. Second, it must also be effective in achieving the company's goals. While a satisfied client-base is in itself an advantageous end, for Studio Productions to benefit from service developments, the system it adopts must go beyond the minimums of customer satisfaction and reap additional benefits for the company. From a service perspective, these should include improved cross-sell and up-sell rates, higher problem resolution, and higher customer satisfaction and re-purchase (Carlson Marketing Group 8). It should also improve sales through higher lead-to-close ratios, increased margins, and repeat business (8). Third, given the drastic changes occurring in today's business environment, a customer service system must also be flexible in its ability to embrace change and adapt accordingly. And finally, a good customer service system must also be cost-effective, such that it must provide saving efficiencies and revenue enhancements for the company, improving the bottom-line.
For a customer service system to work, however, Studio Productions must conduct improvements in both internal and external customer service structures to improve client satisfaction and loyalty. Internally, this requires developing a "service culture" among all employees with a well-defined set of corporate values, a strong commitment to quality improvement, the ability to accept change, a strong sense of teamwork, and a clear understanding of their roles in improving customer relationships (Oswald 64). Additionally, Studio Productions must also improve its organizational structure and hire a new project manager to improve task distribution, allowing its salespeople and designers to focus on their respective jobs. Externally, improving customer satisfaction requires first, a better understanding of customers needs through data collection and analysis (Gustafsson, Ekdahl and Edvardsson 344-355). Second, employees must view clients as financial assets and work towards increasing the value of these assets by helping them increase their bottom-line as a result of using Studio Productions' services (Peppers and Rogers 24). This entails providing additional client support, as well as providing free add-on services to high-value clients. Last, to ensure repeat business and encourage customer loyalty, Studio Productions must also work towards tailoring services to each client's specific needs to let them know that the company values their business.
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Summary

For companies today, improving customer satisfaction through good customer service is vital to business operations. For a small company such as Studio Productions, the need for a better customer service system is critical because on one hand, the company is facing several external threats to its well-being as illustrated by the increasing competition and a dwindling market…
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Personal Selling and Customer Focus Essay essay example
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