Nowadays, companies possess lot of tools in order to gain customer's satisfaction and build loyalty. They understood that they have to focus on customers in order to increase profit more than before. Indeed, by focusing on customer's satisfaction they build loyalty and a long-term relationship. And customer's loyalty is the key objective for any company.
This report focuses on two different ways to gain customer's satisfaction in order to build loyalty: customer's management software with the example of the Customer Relationship Management (CRM) and quality customer service. This study explores a wide range of literature, which has reviewed theories and concepts of the CRM process, quality customer service, customer's satisfaction and at the end customers' loyalty.
Semi- structured interviews of four customers and one business were conducted to be aware of customers perceptions about quality customer service and loyalty and to identify the way, companies use to meet customers' satisfaction in order to build loyalty. In accordance to these interviews, the two different perspectives were fore grounded.
The results of the interviews indicated that according to customers a quality customer service is essential to gain their satisfaction and if firms want to build loyalty and meet customers' satisfaction. All the notions of customer service, satisfaction and loyalty are linked and each notion engenders the next one. According to the company, the presence of software is an obligation to meet customer's satisfaction. It is the most efficient way to recognize customers' needs and so to build loyalty through their satisfaction.
[...] The customer's interviews will underline the main research analysis: Quality customer service as a key element to gain customer satisfaction in order to build loyalty Customer service What kind of service do you expect from a company as a customer, and why? What is the element which influences you to expect a quality customer service? What do you principally expect from a quality service? Customer's satisfaction What does a company have to provide you to meet your satisfaction? Does your satisfaction engender your loyalty? [...]
[...] This included the customer's standpoint about the importance of a quality customer service in the satisfaction process and company experience on its process to build loyalty and on its use of a customer's management software. Since these objectives related more to an understanding of customers' satisfaction and customers' needs, the best research method appeared to be the qualitative approach. Four semi-structured interviews were conducted among different customers and one semi-structured business interview was done. The data were analyzed by grouping them in main areas. [...]
[...] It showed that the implementation of a customer's management software in the structure of a company is a good way to provide a quality customer service and how essential is a quality customer service in the satisfaction process in order to build loyalty. Chapter methodology 3.1 Introduction This chapter will describe the methodology that was used by the author. The methodology is the analysis of, the rationale for, the particular methods or methods used in a given study (Jankowicz, 2000). [...]
[...] Customer service and customer's satisfaction is essential in the current business environment and so the improvement of this notion is an obligation. Working on this project has enabled me to develop numerous skills about the notion of customer service and the best way to carry out an interview but it has also enabled me to improve my English skill. This project allowed me to be more responsible by planning my work and by managing my time better. Literature review exercise showed me the necessity of reading various books about my topic in order to understand all its notions and not forget an important one. [...]
[...] According to Lynda King Taylor (1992, p.150), the customer expects eleven things from the quality of a service: A prompt service: Indeed a fast service give more satisfaction to the customers Sufficient staff to be available to deal with demand: All customers need a sufficient staff if they have a question about a product To be given personal intention To be acknowledged if delay is unavoidable Procedures to be completed quickly and efficiently A degree of privacy to be afforded, especially when taking reports or statements in crime case A sympathetic and reassuring attitude An explanation to be given as to what will happen next To be dealt with immediately if in a distressed condition Reports to be taken, even if the incident did not occur within the Division Not to see officers apparently idle, whilst crime reports are being taken. [...]
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