BBA Business Communication Study Material Communication and Customer Care

This information originating from the customer goes a long way in helping the manufacture in design, production and distribution of goods and services. The customer is in fact fast becoming a contributor/partner/co – producer. “Producer and consumer, “Toffler goes on to say, “divorced by the industrial revolution, are reunited in the cycle of wealth creation, with the customer contributing not just money but market and design information vital for the production process…..consumer and producer fuse into a ‘prosumer’.”

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BUSINESS COMMUNICATION
STUDY MATERIAL

CUSTOMER FRIENDLY ORIENTATION OF EMPLOYEES


COMMUNICATION AND CUSTOMER CARE/CUSTOMER RELATIONS

With the business organizations realizing the importance of the customer, on the basis of the generation and exchange of information as discussed above more and more industries are giving customers friendly orientation to their employees. Modern business organizations, and especially service industries, have come to realize that helpful employees are the key to success. ‘Service with a smile’ is the most important rule to be followed by employees everywhere. That is how airlines are learning to score over their rivals.

Some airlines for examples, have made attractive employee incentive schemes that rely on input from customers. Frequent fliers can now dole out points to the best flight attendants. On the part of the management this is very encouraging, and for the employee/attendant very rewarding.

Incentives also work well when the employee himself can claim part of the revenues. In shops, for example, an employee on commission is more likely to force a smile from the most demanding customer than the one who is confirmed in his job. In the same way, in a restaurant if the service charges are fixed in advance, the waiters are not so highly motivated. That is why many airlines have introduced ‘team bonus’ schemes for all their employees depending on the timelines of arrivals and departures.

BBA

BUSINESS COMMUNICATION
STUDY MATERIAL

IMPLICATIONS FOR HIRING THE RIGHT PEOPLE


COMMUNICATION AND CUSTOMER CARE/CUSTOMER RELATIONS

Customer being all important to modern business, employers, especially in service industry,. Are devising clever ways to hire the right people for the job. Researchers at Harvard Business School have found two ingeniously devised ways to hire suitable people. One is to find traits or ‘life themes’ shard by the best employees, and then find out those who share similar traits. If, for example, we want to staff a kindergarten, we should naturally go in for people who like children. In this connection it is important for the employers to look for attitudes rather than skills. Attitudes can seldom be taught; skills easily be taught after hiring. The other approach goes the other way round. It opens the floodgates to the right kind of employees select the employer. For example, many sports goods stores are staffed with eager young people who know more about the equipment than the manufacture. They are easily lured with employee discount and will do their job with unbridled enthusiasm.

BBA

BUSINESS COMMUNICATION
STUDY MATERIAL

A PROPOSED FRAMEWORK FOR COMMUNICATION WITH CUSTOMERS


COMMUNICATION AND CUSTOMER CARE/CUSTOMER RELATIONS

It is now amply clear that customer care is as important as any other part of business. And customer care is not possible without building up meaningful relations through effective communication. More and more organizations are devising more and more ingenious ways to elicit customer’s response. How best they do it has to be the organization’s own decision, depending upon its managerial thinking, the technology at its disposal, the requirements of its customers/dealers/retailers and so on. Caterpillar, the famous American bulldozer firm, now installs diagnostic chips in all its new machines, which alerts local dealers via satellite, if a machine is in need of a new part before the machine has actually broken down. Ritz Carlton has built up a detailed database of customer’s past visits to its hotels, so that the front – desk staff can anticipate a client’s idiosyncrasies, even if he has never stayed in that city before. Citibank has installed a system that alerts managers when a call is not answered by the third ring.

But it must be admitted that high – tech customer care is rare and costly. In most cases it comes down to managing people by giving them guidelines how best to communicate with the customer’s. Given below is list of question to check how effectively we communicate with our customers:

A PROPOSED FRAMEWORK FOR COMMUNICATION WITH CUSTOMERS
A PROPOSED FRAMEWORK FOR COMMUNICATION WITH CUSTOMERS

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BUSINESS COMMUNICATION
STUDY MATERIAL

CONCLUSION


COMMUNICATION AND CUSTOMER CARE/CUSTOMER RELATIONS

Giving serious consideration to these questions is bound to improve our relations with the very . Human beings for which the business exists. Markets are made or marred by the word of the customer. As all know, the word – of – mouth recommendation is the best marketing tool. In this way customer is the master of business.

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