(Mt) – BUS 2303 Columbia Southern Effectiveness of Customer Service in an

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UNIT IV STUDY GUIDE Quality Customer Service and Human Resources Course Learning Outcomes for Unit IV Upon completion of this unit, students should be able to: 4. Explain the advantages to an organization in offering quality services. 4.1 Explain internal and external customer service. 4.2 Describe how social media has changed customer service. Course/Unit Learning Outcomes 4.1 4.2 Learning Activity Unit Lesson Chapter 7 Article: “Is Customer Loyalty a Pernicious Myth?” Article: “How Can Restaurant Brands Succeed on Supermarket Shelves?” Video: Social Media Customer Service Unit IV Essay Unit Lesson Chapter 7 Video: Social Media Customer Service Unit IV Essay Required Unit Resources Chapter 7: Quality Organizations and Service In order to access the following resources, click the links below. Films for Humanities & Sciences (Producer). (2012). Social media customer service (Segment 3 of 5) [Video file]. Retrieved from https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=https://fod.infobase.com/PortalPl aylists.aspx?wID=273866&xtid=47821&loid=160996 Henry, C. D. (2000). Is customer loyalty a pernicious myth? Business Horizons, 43(4), 13. Retrieved from http://link.galegroup.com/apps/doc/A64519541/AONE?u=oran95108&sid=AONE&xid=2dee784e How can restaurant brands succeed on supermarket shelves? (2019). Grocer, 26–29. Retrieved from https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc t=true&db=bsu&AN=137875486&site=ehost-live&scope=site The transcript for this video can be found by clicking the “Transcript” tab to the right of the video in the Films on Demand database. BUS 2303, Professionalism in the Workplace 1 Unit Lesson UNIT x STUDY GUIDE Title Customer Loyalty (Rawpixelimages, n.d.) “Hello, how can I help you?” How many times have you heard this question while out shopping? It seems as though retail stores have been offering customer service for several decades. Naturally, a retail establishment likes to see the store full of customers. Typically, when we think about customer service, we immediately think about service offered toward a paying consumer. Is that how customer service started, in a retail shop? Well, we like to think that customer service has been around since humans began speaking to one another. Providing customer service can involve more than a paying consumer. This unit focuses on the advantages of providing quality customer service to not only external customers but also to internal customers. One major lesson to take away from this unit is the overall impact customer service has on organizations. Customer service not only impacts an organization’s quality but also creativity, innovation, and the company’s bottom line—profit. Customers are the core reason a business exists. Have you ever heard the saying, “A happy employee is a productive employee?” That has a lot of merit. Some organizations use different types of innovation to deliver outstanding customer service. The Ritz-Carlton empowers their employees to act upon their own creativity to deliver exceptional customer service to their guests. Every employee is allotted up to $2,000 to satisfy and serve an unhappy customer (The RitzCarlton Leadership Center, 2019). It appears that the Ritz-Carlton fully understands it is every employee’s job to deliver quality service. This supports what many researchers have concluded; a happy, productive employee is more likely to provide high-quality customer service. This, in turn, should have positive results The Benefits of Offering Quality Product throughout the company. (Adapted from Anderson & Bolt, 2016) BUS 2303, Professionalism in the Workplace 2 Internal and External Customers UNIT x STUDY GUIDE Title It is important to note that organizations have both internal customers as well as external customers. Each has a direct impact on an organization. Internal customers are typically directly connected to the organization as buyers representing a division or a receiver. Many organizations have internal customers who serve as a means of training individuals on how to handle external customers effectively as well as enhancing the quality of service. External customers are typically purchasers of the product and/or service. External customers are not directly connected with the organization yet are gravely important because of their purchases of the organization’s products and/or services. The difference between internal customers and external customers is that the internal customers are directly connected to purchasing from within an organization and often receive a better price while external customers do not have that close relationship. However, both internal customers and external customers are treated with the Internal versus External Customers (Adapted from Anderson & Bolt, 2016) highest regard, and companies continuously maintain harmonious relationships with them (Anderson & Bolt, 2016). Products Every company offers a product to its customers, which can be either goods or services. Anything tangible can be considered a good, while a service is an action an organization can take for you (Anderson & Bolt, 2016). Each good and service has a specific use to its consumer, and some organizations offer both goods and services. For example, if you were to purchase a refrigerator from a major retailer, the store may also offer to deliver and install it. Below is a list of common goods and services: Goods Electronics, including computers and phones Clothing Groceries Appliances Cars Services Daycare Landscaping Trash removal Cable/Internet Auto repair Customers demand quality products. If customers do not perceive that they have received a quality product, they will not make a repeat purchase. A quality product, excellent service, and innovation are what will persuade customers to make a purchase from a specific company. A company cannot experience long-term success if one of these elements is missing. Consider for a moment how you measure the quality of the products you purchase. What does quality mean to you? For example, if you were to purchase a new washing machine and dryer, what would you look for? Some might say they want a washing machine that lasts at least 10 years or one that is energy efficient. Many would research the company and read reviews to identify a company that meets their expectations of quality. Quality is the way in which a customer measures the value of a product or service. Customers often make comparisons with similar products to determine the quality as well as overall customer satisfaction (Anderson & Bolt, 2016). BUS 2303, Professionalism in the Workplace Qualities customers look for 3 While quality can have slightly different definitions to different people, customers know the difference UNIT x STUDY GUIDE between a positive and negative experience, and many organizations like to stay up to Title date about what their customers are saying about their products. Performance monitoring can be very useful in measuring the quality through sales quotas and customer complaints (Anderson & Bolt, 2016). A good example of how service can impact an organization is from the people who interact with the customer base. In 2019, six police officers in a Starbucks store in Tempe, Arizona, were asked to leave the store because a barista did not feel safe with the police presence (Bacon & O’Sullivan, 2019). This story made national news and a large social media backlash. The hashtag #dumpstarbucks developed, and Starbucks later issued an apology (Bacon & O’Sullivan, 2019). Conclusion Regardless of what type of career you pursue, you will likely work with some type of customer. When working with internal and external customers, it is important to remember that the service you provide can impact the way customers perceive the organization as a whole. This may feel like a lot of pressure, but with practice, you will become more comfortable with the communication process. References Anderson, L. E., & Bolt, S. B. (2016). Professionalism: Skills for workplace success (4th ed.). Boston, MA: Pearson. Bacon, J., & O’Sullivan, S. (2019, July 7). Starbucks apologizes to Tempe police after evicting six officers, trying to quell firestorm. USA Today. Retrieved from https://www.usatoday.com/story/news/nation/2019/07/07/tempe-starbucks-coffee-giant-apologizeskicking-cops-out-shop/1667649001/ Rawpixelimages. (n.d.). ID 60801654 [Graphic]. Retrieved from https://www.dreamstime.com/stock-photocustomer-loyalty-service-support-care-trust-tools-concept-image60801654 The Ritz-Carlton Leadership Center. (2019). Seven advantages of employee empowerment. Retrieved from http://ritzcarltonleadershipcenter.com/tag/employee-empowerment/ Learning Activities (Nongraded) Nongraded Learning Activities are provided to aid students in their course of study. You do not have to submit them. If you have questions, contact your instructor for further guidance and information. Social media has changed customer service. Customers can easily share their experiences through online reviews and social media, and organizations can even respond. Consider reviewing some comments on social media threads and reflect upon how you would respond to and handle these types of customer complaints. Practice by writing out responses. BUS 2303, Professionalism in the Workplace 4



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