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1. Importance of Service Culture and its Impact on Performance

8. Significance of Customer Service Strategy Service Organization Behaviour Likely Results CS as a cost Seen as short term Don't trust either customers or staff Customers buy on price & availability Not seen as necessary Make no exception Staff stay based on salary levels - low engagement Organization first, customer second Organization operates as a commodity Short terms focus, guidelines CS as a necessity Required because competitors are offering it Limited empowerment to staff Repeat business mainly due to customer inertia Seen as a cost, rather than marketing investment Do only what is necessary to hold customers Organization operates as a commodity Concerns primarily with reacting to customer problems CS as a Competitive Advantage Strategic measure to develop business Exceed customer expectations High level of repeat business Adequate staff empowerment Positive engagement with company Create Customer Delight CS as an Expression of the Brand Seen as the brand in action Brand promise reflected in policies & procedures Customers as brand advocates Tailored brand education for everyone Engaged and empowered staff Increased brand equity & higher profits