Importance of Customer Service Essay

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Having a good customer service area within your business makes customers feel more welcome. If you make sure that your customers are well looked after, and well respected, customers will be impressed and will want to return as they know that they will be respected and treated carefully. For a business, good customer service means treating customers with kindness. Customers don’t want to be waiting a long time. Customers want to be helped as quickly as possible. For smaller businesses this can be difficult, as they will only be able to afford to pay a small group of people, however, for businesses such as Virgin Media, they can afford to employ many more people, allowing faster response time to customers. The size of the businesses depends on how efficient their customer service is. If you don’t have the money to pay your employees, you can’t have more than you afford, whereas other big businesses, can employ many more people, allowing their customer service section to be more efficient.

The two contrasting businesses that I will be writing this report on are Virgin Media and Bershka. Whilst they both sell things, Virgin Media provides a service and Bershka sells physical products, such as clothing. These two contrasting businesses both handle customer service in different ways. I will start by reviewing the customer services from Virgin Media. On their website, they have a few different options that you can ask for assistance. The layout of this website is also perfect for those who may not be as confident in using the internet, or technology in general. Everything is labeled clearly, allowing you to find what you need quickly and easily. Most of the customer services can be done via a phone call. This is good for a lot of people who need to be guided through a process to fix what the customer called for.

Whereas for Bershka, their customer services are mostly done over email, live chat, and over the phone. I think that live chat is the best way to help someone as it is dealt with there, and then, emailing is a much slower process as you have to wait an x amount of time before someone sees the email, then you have to wait for a response. Some businesses are good at keeping on top of emails and responding within shorter time frames, but some businesses have too many to handle. And for phone calls, it’s very similar to Virgin Media as they can help customers deal with something efficiently, for example, as their website can be quite confusing, going through this with someone over the phone can be very useful.

In terms of employees, businesses need to ensure that they employ individuals with good people skills. If they are socially awkward, then they are not right for the job. Choosing the right people is very important both for the business and the customers. Customers want to be spoken to with respect, with kindness, and sometimes customers enjoy having a little chat with the employee whilst they are waiting for something to be done, e.g. an update on a phone. Employees must also be trained to deal with the harsher of customers. Sometimes it can be harder to deal with these types of customers as they tend to be more demanding, so having employees that can either calm them down or stay as professional as possible is very important. It helps the business look more professional, and other businesses may take what their business does and adapt it to fit their customer services.

Businesses must have excellent customer service. There needs to be some sort of ‘helpdesk’ available during the day. Especially during the Pandemic of the coronavirus, businesses needed to have increased customer service as people were no longer able to leave the house for any reason other than an hour of exercise a day or shopping for essentials. During this time, customer services all around became a lot more popular. So, during times like these, businesses need to make sure that they can keep on top of customer service requests and calls.

Virgin Media’s customer service during the Pandemic of the coronavirus needed to be top tier, as all of their customers were relying on their broadband to work from home, to communicate with family members, and not only broadband but also their landlines. Offering the services that Virgin Media offers means that you must be able to offer support 247. If this is not the case, then there should be information written on their website which may help the customers if they have missed the opening hours for customer services.

As for Bershka, their customer services may not be needed as often. As Bershka is a fashion brand that sells clothes, they will only be contacted regarding delivery times and possible damaged products. Naturally, they will not be as busy as the contrasting business, Virgin Media, however, customer services are still important to a lot of customers, and during the many months of 2020 when the country has been on lockdown, their stores have been closed, so the only way for customers to shop is online, and so their customer services are also online as a result. Their online customer services have gone from, being used from time to time, to being used as the primary way to contact employees, so undoubtedly, they would need more staff working to help these customers, and so there is a possibility that they may have to employ new staff to help, and there will be some sort of training to help them. This training can be done by monitoring the customer services for new staff to listen to and understand.

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