Tips for Successful Sales Professionals
Sales professionals play an essential role in the success or failure of an organization. Their key responsibility areas include promoting a product and making a brand popular amongst the end-users. Sales representatives earn profits and generate revenues for the organization. Let us go through some tips for successful sales professional: Understand your product well. Customers […]
Response in Consumer Sector
In consumer sector, suppliers most probably come in contact with distributors or middle-men rather than directly to customers. For them, distributors are the actual customers and had to be in contact with them at all the business stages. The direct contact with customer happens very rarely and only in extraordinary situations like extreme complaint or […]
What do Brands Do?
As a Marketing student, you might wonder if brand building means advertising or that brand building is achieved through advertisements alone. Well, at this juncture it becomes important to understand that the brands stand for a lot more than just the product and its functional value that it promises to deliver to the customers. Celebrating […]
SWOT Analysis of China Mobile
Introduction China Mobile is a Chinese Telecom major that has been in the news in recent years because of its jaw dropping growth rates as well as its ballooning subscriber base. Once considered as a protected state owned enterprise incapable of efficiency, it has now transformed itself into a domineering company in China with global […]
Dynamic Capabilities and Competitive Advantage
Introduction The primary problem in the field of strategic management is to answer the question on how firms attain and maintain the competitive advantage. The phenomenon of globalization has resulted in competitive battles fought on a trans-national basis especially in high-technology industries such as information systems services, and software. These globalized forms of competition have […]
After having attained the desired service level, the next great challenge faced by service providers is to maintain service standards at levels of excellence. This is as important, and as tough, as establishing service standards and attaining to them in the first place.
There are basically two approaches that any organization can have towards maintaining service standards - a proactive approach or a reactive approach.
Proactive: A proactive approach entails actively reaching out to customers and trying to gather their feedback on service quality and suggested areas of improvement. This can be done by way of
Reactive: A reactive approach basically consists of resorting to a predetermined service recovery mechanism once a customer complains about poor service quality. It usually starts with apologizing to the customer and then taking steps to redeem the situation. The fundamental flaw with this approach is that, here the customer has already had a bad experience of the brand’s service.
Another crucial element to be kept in mind while seeking to maintain service quality is to have in place a metric for ‘measuring’ quality. The particular parameters selected would depend on the type of business, service model and the customer expectations. For example: at a customer service call center of a telecom provider, the metric for measuring service quality could be the average time taken for handling a call or rectifying a complaint. For a fast food outlet, the metrics for measuring service quality of the sales staff could be the number of bills generated as a percentage of total customer footfalls or the increase in sales month on month.
Once a system is put in place for measuring quality, a standard can then be mandated for the service standard the organization is seeking to maintain.
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