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Service
Marketing
Presented by: Abhishek Shahane
PRESENTATION ON

Different
Approach of
Complaint
Handling

Introduction
There are two ways in which
customer complaints can be
handled: by accepting it and by
rejecting it. In order to generate
liability, many times a company
offer some form of relief to the
customers.

Traditional
Approach
Traditionally, complaints were often
managed through phone calls to
customer service centers or via
physical complaint forms submitted
in-store. The focus was on resolving
issues directly with customers, often
without a systematic approach to
tracking or analyzing complaints.
Modern
Approach
In contrast, modern complaint
handling embraces technology
and multiple communication
channels. Companies use online
platforms, social media, chatbots,
and AI-driven systems to receive,
track, and respond to complaints
promptly. This approach enables
quicker responses and a more
comprehensive analysis of
customer feedback.

Proactive vs. Reactive Handling
Some organizations take a proactive
stance by actively seeking customer
feedback before complaints arise. They
conduct surveys, gather data, and
preemptively address potential issues.
Others handle complaints reactively,
addressing concerns as they are reported.

Personalization vs. Standardization
Modern approaches often aim for
personalized responses tailored to
individual complaints. However, some
companies still rely on standardized
processes to handle complaints efficiently,
potentially sacrificing personalization.

Empathy and Resolution:
The modern approach often
emphasizes empathy in communication
with customers, understanding their
frustrations, and swiftly resolving issues
to ensure customer satisfaction.
Traditional methods might focus more
on following set protocols and
procedures.

Impact on Customer
Retention:
The way companies handle complaints
directly impacts customer satisfaction and
retention rates. Studies have shown that
efficiently addressing complaints leads to
increased customer loyalty.

Conclusion
While both traditional and modern
approaches have their merits, the shift
towards modern methodologies,
leveraging technology and personalized
communication, seems to be the trend
for better customer satisfaction and
long-term loyalty.

Service Quality
and
Satisfaction

Introduction
Service quality and customer
satisfaction are crucial elements in
maintaining a successful business.
Today, we'll delve into what
constitutes service quality, how it
influences customer satisfaction,
and strategies to enhance both.

Definition
Service quality refers to the degree
of excellence a service meets or
exceeds customer expectations. It
involves various aspects such as
reliability, responsiveness,
assurance, empathy, and
tangibles.

1
Component of
Service Quality
Reliability
2 Responsiveness
3 Assurance
4 Empathy
5 Tangible

Customer Satisfaction
Customer satisfaction is the
outcome of the perception of service
received compared to expectations.
Satisfied customers are more likely
to become repeat customers and
advocates for your business.

Factors Influencing
Customer Satisfaction
1 Quality of Service
Directly impacts satisfaction levels.
2 Perceived Value
How customers perceive the value of the
service in relation to its cost.
3 Customer Experience
The overall journey a customer undergoes
while interacting with your service.
4 Expectations
Meeting or exceeding customer
expectations is crucial for satisfaction.

Strategies for Enhancing
Service Quality and Satisfaction
1 Employee Training
Equipping staff with skills to deliver excellent service.
2 Feedback Mechanism
Regularly collecting and acting upon customer feedback.
3 Continuous Improvement
Consistently evolving services based on feedback and
market trends.
4 Personalization
Tailoring services to individual customer preferences.

Understanding
Service Metrics:
Enhancing
Customer
Experience

Introduction
Service metrics play a pivotal
role in evaluating and improving
the quality of customer service.
They provide insights into
customer satisfaction,
operational efficiency, and
areas needing improvement.

Customer Satisfaction Metrics
1. Net Promoter Score (NPS):
Measures the likelihood of customers recommending a company's product
or service.
2. Customer Satisfaction Score (CSAT):
Gauges the level of satisfaction after a specific interaction or service.
3. Customer Efforts Score (CES):
Assesses the ease with which customers can resolve issues or complete
tasks.

Operational Metrics
1. First Response Time (FRT):
Measures how quickly a customer query or complaint is first addressed.
2. Average Resolution Time (ART):
Tracks the average time taken to resolve customer issues.
3. Service Level Agreement (SLA) Compliance:
Measures the percentage of cases resolved within the agreed timeframe.

Quality & Performance Metrics
1. Call Quality and Monitoring Scores:
Evaluates the quality of customer service interactions through monitoring
and scoring.
2. First Contact Resolution (FCR):
Determines the percentage of issues resolved during the first interaction.
3. Agent Productivity:
Measures the efficiency of service agents in handling customer requests.

Importance of Service Metrics
1. Enhanced Customer Experience:
Metrics help identify pain points and areas for improvement, leading to better
customer satisfaction.
2. Operational Efficiency:
Tracking metrics allows companies to streamline processes and optimize
resources.
3. Data-Driven Decision Making:
Metrics provide actionable insights for informed decision-making and
strategy development.

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