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The relationship between internal and external customer service Essay Example

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The relationship between internal and external customer service

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Profitability, customer-centred organizations enjoy the following benefits: differentiation from competitors; increased customer satisfaction and retention; improved image in the customer’s eyes; minimized price sensitivity; enhanced reputation; improved staff morale; reduced costs; increased productivity; good internal customer/supplier relationships; encourage participation among employees; continuous improvements to the company’s operations (Cook, 2008).That is why many organizations have recognized this opportunity and focused their strategies on providing superior customer care service (Cook, 2008). Thus, for example, the company Southwest Airlines always “puts their customers first” (Birkner, 2011, p. In order to implement this strategy, Southwest Airlines hires a specific category of people – those who are intuitive service providers. The company develops their potential and empower them to deliver customer service. One of the examples illustrating the behaviour of such employees was the pilot who has bought lunch for the passengers on his board as the flight was delayed because of air traffic control issues (Birkner, 2011). Another customer service strategy of Southwest Airlines is encouragement of employees to find flexible creative solutions to the problems. Also, the company’s employees work proactively in order to offer apologies and explanations to their customers in case of flight delays, etc. Another great example of customer service excellence is demonstrated by the company United Parcel Service of America Inc. This global express deliver company uses customer feedback in order to identify areas for improvement, to develop new solutions, and to design new service-enhancing tools (Birkner, 2011). The company extensively uses social media channels in order to listen to the voice of the customer. Also, the company collects daily customer’ concerns, generate reports and send it to the senior management for review (Birkner, 2011). It is worth to mention that both Southwest Airlines and the United Parcel Service of America Inc. are recognized as top companies that provide superior customer service according to the American Customer Satisfaction Index (Birkner, 2011).However, only few organizations really succeed in this activity. There are many different factors of why organizations fail in providing excellent customer service throughout their organizations. The key factors that cause customer dissatisfaction are referred to

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Birkner, C 2011, Top-Ranked companies talk customer service 101’TOP-RANKED, Marketing News, 45, 13, pp. 24-27.

Bouranta, N., Chitiris, L. & Paravantis, J. 2009, "The relationship between internal and external service quality", International Journal of Contemporary Hospitality Management, vol. 21, no. 3, pp. 275-293.

Bruhn, M. (2003) "Internal service barometers: Conceptualization and empirical results of a pilot study in Switzerland", European Journal of Marketing, Vol. 37 Iss: 9, pp.1187 – 1204.

Cook, S. (2081). Customer care excellence. London: Kogan Page.

Davis, T. (1992). Two Conference Reports - Part I: Satisfying Internal Customer. Planning Review, 20(1), pp. 34.

Evenson, R (2007). Award-Winning Customer Service, p. 2, Business Source Complete, EBSCOhost.

Herington, C, Johnson, L, and Scott, D (2006)."Internal relationships: Linking practitioner literature and relationship marketing theory", European Business Review, Vol. 18 Iss: 5, pp.364 – 381

Lings, I, & Greenley, G (2009), The impact of internal and external market orientations on firm performance, Journal Of Strategic Marketing, 17, 1, pp. 41-53

Minjoon, J, & Shaohan, C (2010). Examining the relationships between internal service quality and its dimensions, and internal customer satisfaction, Total Quality Management & Business Excellence, 21, 2, pp. 205-223

Palmatier R, Dant R, Grewal D, Evans K (2006). Factors Influencing the Effectiveness of Relationship Marketing: A Media Analysis. J. Market. October (70): 136-153.

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preview essay on The relationship between internal and external customer service
  • Pages: 10 (2500 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Ph.D.
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