Customer service function

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Customer service function          

Within all business, there is no such thing as a typical organisation structure. Obviously, an organisation which is concerned with providing a service would not have a production department. For instance, a mail order company which buys goods from elsewhere, stores them then distributes them to a customer may have a large distribution department but no production department.

However over the past ten or so year businesses have found that the key to success is to provide excellent customer service. This is why within most business, no matter whether they are offering a service or a product you will find a customer service function within their organisational structure.      

The purpose of the customer service function   

When a consumer buys a product or service they do so to satisfy a need. They also expect certain things. For example they would expect the goods to be available when they want them, they would expect the products they have just been sold to be reliable and safe and also they have they right to get value for money. (This comes under the consumer protection act) However giving the customer an excellent service involves more than obeying by their legal rights. Customers should be treated courteously and given accurate information, this is why staff should be trained to give prompt assistance and advice if customers have any problems. Also telephone sales staff should attend courses on good telephone communication skills. Also customers should be offered helpful payment terms by company’s when purchasing expensive items, have the offer of home delivery when buying big bulky goods and immediate assistance if the good is faulty or breaks.

Companies which offer good customer service often get repeat business from customers over many years, also loyal customers will tell their recitatives and friends about the good service they have received. So it is extremely important that a business gives 100% at all times because they only have one chance with a customer and if they are not impressed with the service they received they will not return and also will spread bad comments about the organisation. This is why it is important to monitor the customer service within the business. By doing this reports can be construct on the current level of service and ideas for improvements can be put forward. A way of monitoring the current level of customer service within the business could be to talk with the marketing department and discuss the level of customer satisfaction from current surveys that have been conducted.  

It is important that all staff have good product knowledge and know what offers are on. This is so they can be prepared when it comes to dealing with general enquires. If a member of staff in ASDA is unsure of the answer to an enquiry then they should know exactly who to refer the customer to. In most cases it will be to senior management.  

Also the customer service department within ASDA will have to handle customer complaints. Whether it is over the telephone, face to face or in writing, ASDA have an official complaints procedure which all staff must follow. This enables senior management to check that all complaints are dealt with promptly and that none are left unresolved.    

 

Structure of ASDAS customer service department  

Asda’s stores use a hierarchical structure rather than a flat or matrix. If you refer to appendix 1 you will be able to see a copy their hierarchical structure for the Boldon store and the customer service department is outlined.  

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Job roles within the customer service function

As you can see when you refer to the diagram of the hierarchical structure (appendix 1) the customer focus team leader overseas the responsibilities of the lower levels within the structure. The team leader will also delegate tasks to the lower subordinates. There are also three levels of management in the hierarchy who will also oversee the running of the function. The ass. Manager will pass information onto the colleges about what needs to be done and will tell them information that they may need to now when dealing with a ...

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