NAFA

ISSUE 25, JULY 2022

MAGAZINE

THE HEART OF BUSINESS

EFFECTIVE CUSTOMER SERVICE

EXCLUSIVE EDITION

WWW.NAFA.COM

TABLE 03

EDITOR'S PROFILE

07 CHALLENGES TO PROVISION OF QUALITY CUSTOMER SERVICE

09 CUSTOMER SATISFACTION IS IMPORTANT

11 HOW CAN YOU TELL IF YOUR CUSTOMER SERVICE IS ENCOURAGING CLIENT LOYALTY?

13 5 DIMENSIONS OF SERVICE QUALITY

16 FACTORS IMPACTING ON CUSTOMER SERVICE

22 ARTICLE

24 REFERENCES

CONTENTS

EDITOR'S PROFILE

My name is Nurul Nadia binti Mohd Rizal and I was born in Geotgetown,Penang. I am 22 years old and currently further my study in Bachelor of Business Administration (Hons) International Business at UiTM Sungai Petani,Kedah. I just graduated in Diploma of Business Management course.

MAGAZINE EDITOR

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EDITOR'S PROFILE

My name is Ain Nur Aisyah Binti Ahmad, and I was born in Baling, Kedah. I am 24 years old and am currently pursuing a Bachelor of Business Administration (Hons) in International Business at UiTM Sungai Petani in Kedah. I recently completed my Diploma in Business Studies in UiTM Sungai Petani, Kedah.

MAGAZINE EDITOR

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EDITOR'S PROFILE

Farhanah Nabila binti Fazul is my name, and I was born in Ipoh, Perak. I am 22 years old and am currently pursuing a Bachelor of Business Administration (Hons) International Business at UiTM Sungai Petani in Kedah. I recently completed a Diploma in Business Studies in UiTM Sabah.

MAGAZINE EDITOR

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EDITOR'S PROFILE

I'm Alya binti Zuri, and I was born in Sungai Petani,Kedah. I'm 22 years old and currently pursuing my study Bachelor of Business Administration (Hons) in International Business at UiTM Sungai Petani in Kedah. Recently I just ended my Diploma in Business Studies at UiTM Melaka.

MAGAZINE EDITOR

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CHALLENGES TO PROVISION OF

QUALITY CUSTOMER SERVICE Despite the fact that almost everything is now convenient, customers are still difficult to please. They'd eventually brag about how much they adored whatever that company produced. If they had a bad experience with the company, they would suddenly despise all of the brands produced by that company. One of the most difficult aspects of customer service is that many businesses believe that a dedicated customer care department can handle all of their clients' inquiries and concerns. Top-level management is responsible for ensuring that the customer service team has received adequate training before being put in charge of dealing with customers. They would be better able to incorporate customer feedback and complaints if they were properly trained.

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CUSTOMER SATISFACTION IS

IMPORTANT

The satisfaction of your customers is an accurate indicator of how well your efforts are received. Customers that had a good time are more likely to return, spend more, and tell others about their experience.

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Low levels of consumer satisfaction also warrant attention. From these information sources, you may draw meaningful recommendations for enhancing your product, service, and overall customer experience.

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Focusing on client happiness and adapting your business strategy in response to criticism will bring in more business and better evaluations. Which is to say, it's a major factor in retaining loyal customers

HOW CAN YOU TELL IF YOUR CUSTOMER SERVICE IS ENCOURAGING CLIENT LOYALTY?

These are the two approaches to determine:

principal

Conduct surveys to assess purchasers' enthusiasm and likelihood of recommending your brand to others. Study your customers by keeping tabs on their repeat purchases, perusing their feedback, and investigating the referral sources for your website. Good customer service will bring customers back and urge them to bring their friends.

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5 DIMENSIONS OF

SERVICE QUALITY

The requirements for service quality vary by industry. After all, you wouldn't anticipate a hotel and a retail store to provide the same level of service. A fivestar resort has quite different expectations than a rural motel, thus service quality differs according to brand promise as well.

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Despite these variances, SERVQUAL is a well-liked and accepted metric for assessing service quality. SERVQUAL, which was developed by Valerie Zeithaml, A. Parasuraman, and Leonard Berry and published in the book Delivering Quality Service, is a commonly used metric that is based on a set of five factors that clients regularly rank as being crucial to service quality in any business.

A service's tangibility, dependability, responsiveness, assurance, and empathy are its five key components.

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02

TANGIBILITY

RELIABILITY

The physical look of buildings, machinery, people, and communication tools is known as "tangibility."

The ability to deliver the promised service consistently and accurately is known as reliability.

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04

05

RESPONSIVENESS

ASSURANCE

EMPATHY

The ability to assist clients and deliver fast service is responsiveness.

The staff members' expertise, politeness, and capacity to inspire confidence.

The thoughtful, individualised service the company offers its clients.

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"Customer Service" it’s refers to the assistance you provide customers before, during, and after they make a purchase or use your services.If you want your business to thrive and expand, providing outstanding customer service is crucial. Providing assistance to customers now involves more than just answering phones. You can get it through the mail, the internet, SMS, and even Facebook! Many firms offer self-service support, allowing customers to look up answers at their own convenience, day or night. As a promise to your brand's customers, customer service is about more than just answering questions.

FACTORS IMPACTING ON CUSTOMER SERVICE CUSTOMER STRATEGY PRODUCT STRATEGY INFRASTRUCTURE STRATEGY CHANNEL STRATEGY

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CUSTOMER STRATEGY

Customers are divided into groups based on their characteristics, and a service standard is developed

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Following that, assist their customers in acquiring the necessary skills to capture records. In addition, conduct marketing activities and solicit customer feedback.

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"SUCCESS IS NOT FINAL FAILURE IS NOT FATAL IT IS THE COURAGE TO CONTINUE THAT COUNTS.” – WINSTON CHURCHILL

PRODUCT STRATEGY

Product strategy entails providing the right consumer goods and services to the right audience.

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Product strategy includes aspects such as quality, new product development, package design, brand names, and research and development.

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“BUSINESS OPPORTU NITIES ARE LIKE BUSES, THERE’S ALWAYS ANOTHER ONE COMING.” – RICHARD BRANSON

INFRASTRUCTURE STRATEGY

As an employee, you may occasionally have to deal with irate or unreasonable customers.

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Empathy is one approach to resolving this problem. It is a quality that demonstrates your interest in and concern for the client's problems.

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“THERE’S NO SHORTAGE OF REMARKAB LE IDEAS, WHAT’S MISSING IS THE WILL TO EXECUTE THEM.” – SETH GODIN

A vendor's "channel strategy" is their plan for delivering a product or service CHANNEL to the end user via STRATEGY the supply chain. Businesses can reach their target market more A channel strategy seeks to efficiently by provide the most developing a clear effective way for and effective channel strategy. a company's This results in a products or better customer services to be experience and exposed to higher customer potential satisfaction. customers.

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“YOU ONLY HAVE TO DO A FEW THINGS RIGHT IN YOUR LIFE SO LONG AS YOU DON’T DO TOO MANY THINGS WRONG.” – WARREN BUFFETT

INTERVIEW WITH

RICHARD SANCHEZ 21 BUSINESS MAGAZINE

Organizations are increasingly relying on teams to market and serve important customers. Customer service teams are expected to have the potential to combine expertise and effort so that they can flexibly re- spond to changing requirements, recover from service errors, and help customers feel satisfied and committed to the company (Greer & Lei, 2012; Verbeke, Dietz, & Verwaal, 2011). However, developing effective customer service teams, as with other kinds of teams, can be quite challenging.

How can teams be both persistent in serving customers and sufficiently flexible in their methods to respond to customer changing needs? Recent research studies have found that effective leadership lays the foundation for teamwork that results in coordinated, productive action (DeGroot, Kiker, & Cross, 2000; Dionne, Yammarino, Atwater, & Spangler, 2004; Marks, Mathieu, & Zaccaro, 2001; Morgeson, DeRue, & Karam, 2010; Pearsall & Ellis, 2006).

Service leadership for adaptive selling and effective customer sevice teams Written by Alfred Liu,Dean Tjosvold

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Wong,Ying

BUSINESS MAGAZINE

Evidence indicates that leaders can help develop the environment in which customer service personnel excel. This study proposes that leaders who communicate a strong commitment to service are an important foundation for effective customer service teams. Service leaders reinforce the values of caring for customers and delivering high quality service to them that encour- age customer service teams to engage in adaptive selling where they understand customers and use a wide range of approaches to meet cus- tomers' needs (Gronfeldt & Strother, 2006).

This adaptive selling, as it is both a flexible and a committed approach to customer service, results in productive customer service teams that are oriented toward serving customers (Saxe & Weitz, 1982) and recover from service deficiencies effectively (Ashill, Rod, & Carruthers, 2008). This study makes several contributions to the literature.This study contributes to the literature by testing empirically and directly whether adaptive selling by teams promotes service and whether the leadership of the team can contribute to customer service through its impact on adaptive selling.

Previous re- search has shown that individual salespeople skilled at adaptive selling are effective; this study documents the value of adaptive selling for cus- tomer service teams and suggests that adaptive selling lays the foundation for productive sales teams that are oriented toward customers, able to deal with service gaps, and respond to customer complaints.It addresses the lack of marketing research on man- aging customer service teams, specifically on the role of leadership.

Service leadership for adaptive selling and effective customer sevice teams Written by Alfred Liu,Dean Tjosvold

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Wong,Ying

BUSINESS MAGAZINE

This study also adds to recent leadership research indicating that leaders are effective to a large extent by their impact on the relationships and interaction among followers. This study shows that leaders who com- municate a strong commitment to customer service encourage team adaptive selling that results in quality customer service. Leadership is not just influencing individuals one by one but also forging a basis upon which followers work together productively.

REFERENCES

Wong, A., Liu, Y., & Tjosvold, D. (2015). Service leadership fo adaptive selling and effective customer service. Industrial Marketing Management, 122131.

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