MGT 402 WK4 SLP: Eaton's Engagement in Social Media towards Improving its External Customer Service Relationship - a Case of Sport Gear Manufacturers

Measuring Customer Service Success

Here are some useful articles on measuring customer service:

Angelova, B., & Zekiri, J. (2011). Measuring customer satisfaction with service quality using american customer satisfaction model (ACSI model). International Journal of Academic Research in Business and Social Sciences, 1(3), 232-258. Retrieved from Trident University Library.

Klie, L. (2012). Customer service metrics that matter. Speech Technology, 17(6), 22-25. Retrieved from Trident University Library.

Klie, L. (2012, 11). The NEW MEASURE of customer service success. Customer Relationship Management, 16, 32-36. Retrieved from Retrieved from Trident University Library.

Ling (Alice) Jiang, Yang, Z., & Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service Management, 24(2), 191-214. Retrieved from Trident University Library.

Here is an article that argues for a need for marketing departments to measure success.  Granted customer service is only arguable a subset of marketing but the same concepts apply with respect to the need to have information available to assure continued funding by the corporation.

Triplett, T. (2012). Justify Marketing as an Investment by Measuring Your Success. ABA Bank Marketing, 44(10), 29. Retrieved from Trident University Library.

Here are two papers on measuring customer service.  These articles are academic research articles and you can skip the statistical fancy-talk and mysterious combinations of numbers.  Please just concentrate on the key concepts presented in the narrative sections of the papers (Introduction, literature review, & discussion/conclusion sections) as the authors present arguments for ways to measure customer service from an academic perspective. 

Bagdare, S., & Jain, R. (2013). Measuring retail customer experience. International Journal of Retail & Distribution Management, 41(10), 790-804. Retrieved from Trident University Library.

Ming-Hsien Yang, Sung-Shun Weng, & Pei-I Hsiao. (2014). Measuring blog service innovation in social media services. Internet Research, 24(1), 110-128. Retrieved from Trident University Library.

Social Media in Customer Service Management

Here is a fairly comprehensive, plain language paper that discusses the usefulness of Twitter and Facebook to enhance the customer experience:

Kane, G. C. (2014). How facebook and twitter are reimagining the future of customer service.MIT Sloan Management Review, 55(4), 1-6. Retrieved from http://search(dot)proquest(dot)com/docview/1543709905?accountid=28844

Here is another paper on customer service management and social media from MIT Sloan:

Kiron, D. (2012). Social business at kaiser permanente: Using social tools to improve customer service, research and internal collaboration. MIT Sloan Management Review, 53(3), 1-3. Retrieved from Trident University Library.

Module 4 – SLP ASSIGNMENT BELOW

Every organization has customers. Retail store and banking customers are pretty easy to identify. They are the people who buy stuff, make deposits, and take out loans. Some organizations, such as military units, however, have a less conspicuous customer base. For the military, the external customers are the public who they defend, politicians who allocate funds, and potential recruits (...to name a few).

The intent of the present SLP is to switch gears just a bit and not talk about internal customer service for a change. Rather, in this SLP you are going to be asked to identify one or more external customers to your organization and to determine what efforts (if any) your organization has put forth to utilize social media outlets to assist the customer from a customer service perspective.

To reiterate:

Identify one or more of your chosen organization's external customers and describe what efforts your organization puts forth through social media to better the customer service relationship. If the organization does not make an effort in this regard, what could or should they be doing to enhance the customer experience based on your readings?