Why does effective business communication influence
customer service? The reason is straightforward. Customer service includes all
instances where a customer comes into direct contact with a business and gets
an impression of its service. This
impression can be good or bad. Remember that contact with a business can also
include its products, services, value, and after-sales service and even how a
product is delivered. Managers often forget about those “behind the scenes
activities” which all form part of its customer service, for example processing
of claims or capturing of customer data. Employees all play a role in how a business is
perceived (its corporate image) since they are the people who have contact with
customers. Managers could also set an
example of good customer service by going that extra mile for the customers as
well as employees.
The important task of the manager is to clearly
communicate the mission and vision of the business to its employees in terms of
service values. The customer service
strategy of the business should form part of its overall communication plan. How
customers experience the service of a business will play a role how they will
refer to the business when talking to colleagues, friends and family. Word of
mouth advertising can be one of the most powerful advertising media for the
business if its customer service is perceived as excellent. Apart from
obtaining new customers for the business, customers should also be retained by
providing value. The role of clear-cut
communication by the manager to employees about his or her expectations of good
customer service should therefore not be underestimated. Employees could be empowered to deliver the
best service they possibly could through relevant training programmes and
recognition programmes linked to the mission and vision of the business.