STUDENTS' CORNER -96
In this session we will be dealing with Customer Service as the last
component of the Logistics and its evolution.
Customer service is the end of a successful business and therefore it
is the end of effective logistics.
In marketing which is integral to business, the major pillar of
strength is the simple but very significant slogan: Customer is always right.
And serving him is the way he wants is customer service which in effect must
transform a prospective customer into a permanent customer who is actually an
unpaid advocate of the company. Therefore, customer service begins before one
becomes a customer as a matter of fact. Customer service is a sort of permanent
reliable support the company offers both before and after they purchase and use
Through promise and pricing, the support begins for the customer
before he buys the product. Through
advertisements and other means of approach like e-mail etc., you make the
customer aware of the benefits of your product in such a way that he must be
impressed with you. That is where the entire complex mechanism of marketing
techniques lies, throwing a big challenge to you. Another very important tool to impress the customer
is the price you ask him to pay for your product. You tell him so effectively that he realizes
that for the benefits he gets he certainly pays less to you than what he does
to the other.
These measures when win the customer, your promise must be protected
in the product you offer. Of course, your support continues to him even after
he has purchased your product in any way the customer chooses to get it from
you. Some companies offer self-service
support which is becoming increasingly popular on account of its convenience:
you get it at any time anywhere. In short, you give your customer an experience
of happiness hassle-free, handy and delightfully helpful.
In our next sessions, we shall briefly look into the importance of
customer service and the ways it can be achieved to the satisfaction of the