Customer Relationships. In The World Of Business, There

1405 WordsFeb 28, 20176 Pages
Customer Relationships In the world of business, there are two types of industries: goods and services. As identified by O?Sullivan and Sheffrin, the goods industry consists of companies that provide consumers with tangible products that are either considered necessity or luxury (2007). Such types of companies rely on advertisements to differentiate their product from those similar in the market, and must receive repeat purchases of their product from customers to ensure financial success (Libai, Muller, & Peres, 2009). Meanwhile, service industries must establish a longstanding relationship with their customers to ensure a repurchase of the service (Berry, 1999 as cited in Libai et al, 2009). As time wears on and more service industries…show more content…
Burgelman (2015) agrees, claiming ?happy customers tend to be loyal customers? (p. 34). Simply put, the better the experience a consumer has, the more likely he or she is to return to a company (Kumar et al., 2015). Customer Service To foster such excellent relationships with their customers, businesses must first have well-trained employees that engage with customers cheerfully on a regular basis. The first step is to establish quality leadership that can both guide and empower employees on how to interact with consumers without seeking out corporate for consistent guidance (Bhattacharjee, Moreno, & Ortega, 2016; Chapman, 2015). While determining a vision for employees to follow may be easy, translating what was imagined in the boardroom into real life can pose some challenges for employers (Bhattacharjee et al., 2016). Not everyone?s customer service style is the same, as noted by Dixon, Ponomareff, Turner, & Delisi in their ?global, cross-industry study of 1,440 frontline service representatives? (2017, p. 114). Seven types of personality types were defined in the study, but two were specifically highlighted: the Controller and the Empathizer. The former was ranked number one in dealing with customers in an efficient manner, with a fifteen percent proportion of all participants studied. Per the literature, Controllers ?are driven to deliver fast, easy service and are comfortable exerting their strong personalities in order to demonstrate their expertise? (p. 113),
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