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.