The importance of customer service

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Faraz Ijaz

The importance of customer service

Customer Service          = Service that Customers are given

Customer service is a team effort; it is vital in an organisation that they have a level of customer service. Many leisure and recreation providers teach customer service skills to their employees.

These are the essential components of customer service:

The term customer service refers to the elements of customer interface and includes all direct and indirect contact with customer service along with products, services, systems and strategies that support the customer service process.

The key point of contact of customers to a company is through staff, this means that staff should be polite and patient towards customers; their attitude should reflect the company’s customer service standards. To achieve this staff must be able to put them selves in the customer’s position and see the customers complaint through, some examples of this are:

  • How would you feel if you were standing in a queue for a long time?
  • How would you feel if your place was double booked?
  • How would you feel if staff was ignoring you?

Customers Service is a crucial part of businesses as without this people will not have faith in business and would be completely self-sufficient.

There are many benefits of great levels of customer service as customers like companies that have better levels of customer service.

All companies need customers; some companies are more dependent on customers than others. In the rural town I live in there only a few soul trader shops and amongst them there are all of the main superstores that people may find in cities. The level of customer service found in this town should be greater in the small shops and be normal in the large superstores. This is due to the monopoly of the market, as the superstores have already made a reputation and are not dependent on the odd customer, on the other side the soul trader is extremely dependent on the odd customer, as they need this to stay afloat.

I have chosen two organisations that are in the leisure and recreational industry, one of the organisations is part of a large chain store and the other one is a single shop.

The first organisation is AMF Bowling; this bowling centre is part of a large chain of clubs. This store is situated in Margate.

The second organisation is Bugsy’s Bowling Club, this is a single club. This club is situated in Cliftonville.


There are many benefits to customer service; here are seven key benefits that are inter-linked:

  • Increased sales

Increased sales mean increased turnover and lead to better profits.

  • More customers

More customers can lead to greater sales figures but also assists in the measuring of the popularity of non-profit and government organisations.

  • Better reputation

Having a good reputation means that customers can easily recommend you to their friends and family. This can help in securing repeat business and gaining an edge over the competition.

  • Edge over competition

Having an advantage over the competition is very good because this will definitely mean that people will have to buy from a particular company for a particular product.

  • Happy and efficient workforce

Having a happy workforce will definitely mean that you a company will have good customer service, as the workforce will not be bitter about the working conditions and this will lead to efficiency. Here is a diagram to elaborate this theory:

  • Good customer satisfaction

Customer satisfaction is crucial for all businesses to establish and maintain a good reputation. To satisfy customers, companies need to identify customer needs and expectations and act accordingly towards them if applicable.

  • Regular customers

Regular customers, repeat customers and loyal customers are usually a result of good customer service and a health reputation.

Below I will show the benefits and drawbacks of good and bad customer service.



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Personal Presentation

In the leisure and recreation industry we are at the heart of customer service delivery. The way in which we present the staff and ourselves will directly influence the customer service and the public image of your organisation.

  • First Impression

The first impression is the initial point of contact to the customer; this gives them a rough outline of how your organisation will be. This will set the tone in which you and your customer will do their dealings in.

  • Appearance

Appearance covers everything from a person’s shoe to the hair. ...

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