Customer service is a very essential
component of organizations with a strong desire to distinguish itself by
attaining outstanding achievements and carving a niche in the global
market. An
effective customer service strategy is necessary in building lasting
foundations for future business and expanding market share in today’s
highly
competitive global market. To achieve superior customer service proper
understanding of your target customers is requisite. A customer is one
that
purchases a commodity or service (Encarta, 2010) ideally customers are
further
group into internal and external customers. External customers are
people who
are not a directly connected to an organization, while an internal
customer is
directly connected to the organization usually in the capacity of
employee,
shareholders, stakeholders (Wikipedia, 2012). Internal
customer services refer to effective
means adopted by sections of an organization in relating with one
another to
provide optimum service to customers. Internal
customer satisfaction is arguably a predisposing factor to achieving
complete
customer satisfaction.
In
the developed world customer service is
being adapted as a strategic marketing tool and not just a medium for
laying
complaints. The way you interact with your customers is now as
public
and easily assessable as paid adverts thanks to the advent of online
social
sites. Good reviews create goodwill and enhance the reputation of any
organization positively. It also attracts more customers to an
organization.
Successful, sustainable and strategic
customer service starts with an empathetic frontline. This can only be
achievable if service representatives can sense customers’ problems and
needs
by putting themselves in their “customers’ shoes”. In customer service
interactions, the ability to feel and anticipate a customer’s emotions
is
usually referred to as empathy. Genuine empathy means a lot more than
just words;
it is being able to sincerely relate to your customers feelings. Empathy should not only be applied when
dealing with external customers, but also during interactions with
colleagues
by addressing, understanding their needs, feeling and difficulties in
the
workplace with utmost respect and expertise.