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Importance of Customer Service
Completion requirements
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Consider the following figure:
Types of Service
Three types of activities need to be carried out successfully for a service to succeed:
External service - where promises are made to customers via the traditional marketing activities such as advertising, sales, and special promotions;
Internal service - where promises are enabled by equipping the frontline service providers with the necessary skills, abilities, tools, and motivation to deliver;
Interactive service - where promises are to be kept during the ‘moment of truth’ or when the customer interacts with the organisation and the service is produced and consumed.
To improve customer service, we need to focus primarily on internal and interactive service to fulfil those promises made in the external service.