Overview of chapter 8
An "overall, corporate-wide" approach and attitude towards service excellence is required to be truly successful in providing customer service. Good customer service cannot be considered just the responsibility of the "front-line staf" - those who deal directly with the customer. It has to be everybody's responsibility.
If customer service is not a philosophy embraced by senior management, the training of the front-line staff might simply be regarded as "smile training". All persons in the organisation, from senior management down and regardless of their position, must have a philosophy that promotes and supports excellent customer service. Everyone must understand the needs and attitudes of their customers, both internal and external.
The "values" that drive an effective customer service philosophy must be integrated into every aspect and person within an organisation. Staff who display a positive and effective approach to customer services should be commended and employees who are neutral or have a poor attitude to customer service should be educated.
In this chapter we will explore the "organisational approach to customer service; that is, an organisation-wide philosophy promoting excellent customer service. We also briefly consider how customer services is related to strategic management and management generally.
Study hint:
Managers are often interested in suggestions from different people in different positions within the organisation. At the end of the chapter you will find some activities and questions. You may find it beneficial to glance through these before you commence reading so that you are able to take notes as you work through the chapter.
Topics
The topics to be studied in this chapter are:
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8.1 "Everybody pitches in"
Raising the bar
The role of senior and top managers - 8.2 The functions of management
- 8.3 Approaches to customer services: industry examples
Learning outcomes
When you have completed this chapter, you should be able to:
- recognise and discuss the importance of an organisation-wide philosophy towards customer service;
- discuss the role of senior management in promoting and maintaining a high standard of customer service excellence;
- outline the characteristics of highly successful service organisations;
- explain how customer service fits into corporate planning;
- relate customer service to the functions of management.
