Marketing strategists agree on the importance of analysing Price Place Product People- and how this relates to customer service.
All marketing courses teach and focus on the 4 P’s as the basics for modern marketing. While there is mention of customer service in marketing courses, not enough attention is given to the reality of customer service. It always seems to be treated as just another module in the course. The lecturers do not give customer service the special attention it deserves.
Most companies also tend to pay lip service to this marketing policy. Experienced and successful business people in the real world know that one of the biggest contributors to their success, if not the biggest, has been their dedication to customer service.
This means that they do not just have mission statements and slogans within the company about “Customer is King” or “Knock your socks off service” and many others which get bandied about, but that the leaders of the company drive the message from the top through the organisation.
Customer is King
This drive can only be successful if the leaders really do believe in how important this is and show by constant example in their actions and not their words, that they believe in it.
Companies may spend a great deal of money on marketing their company and products but this money is not best utilised unless the actions of the employees in the company give support, in all aspects, to the marketing strategy.
What about the INTERNAL customer
Too often companies who do focus on their customers tend to forget about the importance of their internal customers. The internal customer is an employee who works for the company. He or she is important because they often interface with external clients.
These employees sometimes get ignored because the company believes that the sales and marketing divisions are the only ones who communicate with the client. Sales people are regularly sent on courses to improve their communication skills with clients. It may not be necessary to send other departments on expensive courses, but may be worth implementing an internal policy.
The debtor’s clerk could spoil everything by an in-appropriate phone call to request payment. The receptionist could loose her cool on the telephone. If they have been trained and reside under a formal corporate policy of “Customer is King” they are more likely to apply themselves to “promoting” the company in all their transactions with clients.
At all times employees should try to interact with each other as if they are making a call on important client. As mentioned earlier, this attitude should apply from the top leadership and cascade down through the layers of management as an example to everybody