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Executive Interview : Interview With Farhan Majeed from Marketing Circle On Contact Center Customer Service
ContactCenterWorld.com went straight to its members for an update on customer service. We asked 11 important questions to try and gauge where the Contact Center Industry is now compared to the past. Farhan Majeed with Executive Circle In Pakistan provided some interesting answers worth sharing.
In your opinion, do you believe the customer service you get today from other companies is better or worse than it was say 5 years ago?
Much better than ago 5 years.
Do you believe there is a correlation between the service you receive as a consumer and your loyalty to the supplier?
In your opinion, which industry sectors provide great service and which ones are poor? Please do not name individual companies just sectors.
Telecom, IT and Automobile Industry provide best customer services In Education and Training and Textile is some what poor
Can you recall a really good experience recently - where you were WOW'd by the service you received? Please explain in as much details as you would like.
In PC Industry, exchanging a Laptop within their guarantee period.
Talking about bad experiences, where do companies go wrong with the service they provide? Give examples to illustrate your response
They don't give complete information while selling the product and also over commit.
Have you noticed any differences in service from people from different cultures? Please explain.
Yes in some cultures customer services is given more importance than others. Like In Germany ,U.S.A. and U.A.E. Culture customer services is a part of the product.
If you had to give just 1 tip regarding the use of technology in relation to improving customer service, what would your tip be?
If you had to give just 1 tip regarding staff in relation to improving customer service, what would your tip be?
Listen to the customer first
If you had to give just 1 tip regarding business processes in relation to improving customer service, what would your tip be?
Cross-functioning of customer services with sales
In your opinion, how should contact centers measure the level of service they give? Please explain in detail.
Call centers have become increasingly difficult to avoid. Many industries now conduct standard business via call centers. Examples of this are banking, insurance, travel, taxi, and airline companies, in addition to utilities such as gas, electricity and water. In this context, these service encounters are conducted by virtual organizations that could be located anywhere in the world. The approach should start from the assumption that the level of service quality experienced
by customers is critically determined by the gap between their expectations of the service and their perceptions of what they actually receive from a specific service provider" (Donnelly and Dalrymple,1996). There are five dimensions upon which customers evaluate service quality.
Tangibles – the appearance of the physical facilities and materials related to the service
Reliability – the ability to perform the service accurately and dependably
Responsiveness – the willingness to help customers and provide prompt service
Assurance – the competence of the system and its security, credibility and courtesy
Empathy – the ease of access, approachability and effort taken to understand customers’ requirements
Lastly, can you share with us one of the worst customer service experiences you have experienced recently (do not mention company names just industry type).
In a local money transfer facility where it took more than 6 hours to solve the wrong remittance issue.
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About Marketing Circle:
Marketing Circle is a digital marketing consultancy offers e-Marketing planning & support, Search Engine Optimization (SEO), Social Media Marketing (SMM), Logo designing & corporate slogan,Online corporate branding,Web marketing strategies development and deployment , Web content writing, Link building, Online marketing research and market study.
Published: Wednesday, September 10, 2014