Assignment Five The Voice Of The Customer Management Essay

The Voice of the Customer
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The Voice of the Customer
Customer feedback is paramount in any given business. It is through the feedback that the owners understand what they are doing right and wrong. Such enables the company to make the necessary changes befitting the customers’ needs. Macy Slogan says, “the customer is always right.” However, not everyone would agree with the slogan as some see a customer as the enemy. The view that a business has on customers affects the kind of customer service they give. According to Foster (2013), stakeholders must pay keen attention to customer feedback and respond by giving quality customer services for the reasons given below.
There are advantages of giving quality customer service mentioned by Foster (2013). First, customers talk more about bad experiences as compared to how they share good experiences. They are likely to share a bad experience with up to ten other individuals, some of whom are potential customers, a significant number in any business. Besides, most customers are faithful enough to remain, customers, if after complaining, there are practical actions taken. Satisfying customer needs is more comfortable than changing businesses every time an individual cannot satisfy customers in the current transaction. For service industries, most of the incomes from repeat customers increase revenues efficiently than new clients hence the need to satisfy existing customers. It is easier to keep existing customers than it is to attract new ones. Finally, customer feedback is coming up with new product and service ideas hence justifying the need to offer better satisfaction to customers.
There are two types of customers internal customers and external customers (Foster, 2013). Domestic customers are customers who use the products of a company daily. For instance, customers in the accounting and finance department and those who require a management information system (MIS) services are mostly internal customers. This is because most of them need these services daily, and therefore what they pay is the primary source of income for their service providers. On the other hand, external customers are the bill-paying customers. This group needs us to win them over by giving better satisfaction to their needs.
Due to the advantages associated with offering quality services to customers, most firms are resolving to obtain customer feedback to deliver better services. A proactive approach referred to as “customer-driven quality” works in a way that firms receive customer feedback from various sources and use the feedback to improve their product and service quality. In a dynamic world, most companies refine their product quality according to customer needs; however, they need to keep changing. Some firms, therefore, lag in ensuring customer satisfaction, not knowing that they are chasing a shifting target. This translates to reactive rather than proactive customer-driven quality. A responsive customer-driven class has many disadvantages to the firm.
Firms have come up with customer relationship management (CRM) to better satisfaction. CRM is based on addressing four issues, complaint resoluti...