Customer Service Experience
Bad experience
About a week ago, I decided to order a game online for my Play Station as a way to cope with the boredom of having to stay indoors. Generally, I am an outdoors person and therefore do most of my shopping in person. With the current state of the world, however, buying the video game online was easier than looking for a physical shop. Being my first time, I decided to research the best sites to buy play station four games. I settled for XYZ Gamers, a gaming company that trades in Play Station games and accessories. The company had an appealing offer for first-time customers who ordered more than two games. The company offered free delivery to those who qualified for the promotion and after filling the form and paying for three games, I was alerted that the delivery would arrive in the next 24 hours. I was impressed by both the company’s advertising technique and its commitment to offer fast services.
The decision to shop online gave me my first real-life experience of failure and also recovery failure. Two days after my purchase, the company failed to deliver the package as promised. The company had also failed to make any attempt to contact me and provide updates as to why the delivery was taking longer than agreed upon. The experience was an example of how service failure occurs within organizations. XYZ Gamers had the responsibility to offer a service by delivering the package but failed to do so. After the third day, I decided to contact the company through the contact information provided on their website. My first attempt to reach a customer care agent was unsuccessful as I was put on hold for more than two hours. The frustration got even worse when I realized that the company did not have an alternative contact other than the telephone number.
Employees play an important role in service as they act as representatives for the company. Since they are the source of direct contact between the company and its customers, they play the role of brand ambassadors. The employees at XYZ, however, failed to represent the company positively, something I experienced on the fourth day. I tried to contact the company again and after 30 minutes on hold, I was finally able to talk to a customer care agent. I went on to explain the issue concerning my package and the delayed delivery. On my end, the customer care agent appeared unbothered and not concerned with the inconvenience the delay had caused. This led me to the decision to cancel my order and requested a refund instead. With the same unbothered attitude, the customer service agent hurriedly read to me the terms and conditions of their company before informing me that she was not in a position to offer refunds. It was not until I requested to talk to the management that I was connected to the customer care department that I was able to get assisted. As part of customers’ expectations, companies are required to offer some form of compensation for inconveniences caused when they fail to deliver what was promised. The recovery failure policy is an ideal way to mend the relationship with customers in the event of a conflict (Bitner et al, 2018). XYZ gamers failed to honor their recovery policy as I was later informed that my package was already in transit and that it was more convenient for both parties if I accepted the delivery instead of canceling. Here, the company failed to honor its recovery failure policy as there was no form of compensation for the inconvenience caused. In the end, I opted to accept the package and resolve the issue.
Recommendations
Customers have evolved and they now operate under certain expectations of service and the quality of service greatly determines their satisfaction with the product and organization offering it. From a marketing perspective, three incidents went against my expectations, one of which was false advertising. Other than the product, an organization’s reputation plays a major role in determining the attitude that consumers have of the organization and their satisfaction with the services offered. Since advertising is one of the ways that a company informs the consumers about its products and services, false advertising can greatly affect the quality of service offered especially when the goods or services do not live up to the customer’s expectations (Bitner et al, 2018). Concerning XYZ gamers, the false advertising was through the commitment made to have the games deliver to my house within 24 hours. Failure to honor their commitment lowered my perception of the quality of service as it came off as a let-down when the company failed to deliver in time.
To remedy the situation, the company should engage in service innovation to improve its supply chain management. Since suppliers are responsible for making the products available to the customer, improving supply chain management will ensure that there are proper channels in place to handle home deliveries (Rushton et al, 2013). One way to boost supply chain management is by incorporating the use of technology to track orders and notify the relevant departments in case of delays. With the increasing demand for online purchases, the company should ensure that there is enough manpower to handle deliveries without delays. This will ensure that the company lives up to its promise to deliver within a specific time.
Companies that seek to better engage with their customers can employ the use of upward communication to resolve the issue of poor communication within the organization (Bitner et al, 2018). The organizational culture made it difficult for the issue to be resolved faster as it had to go through the chain of command before a decision could be made. A simple explanation as to why my package had been delayed required authorization from the top management (Kennedy, 2016). A solution would be to give employees more responsibilities and allow them to make decisions on their own. This will help make decision making faster and in so doing, improve the quality of service.
From my encounter as a customer, I experienced service failure. The organization’s service performance falls below my expectation, in addition, I was dissatisfied with the services offered. In such cases, service recovery is needed to remedy the situation with the customer. Service failure occurs as a result of many reasons and complaining customers are just the tip of the iceberg and there is an underlying problem within the organization (Bitner et al, 2018). Research has evidenced that service recovery has a strong impact on the overall satisfaction of the customer and loyalty. As a result of service failure, I openly criticized the organization. Also, after encountering service failure I experienced feelings of discontent, disappointment, regret, and self-pity.
As a customer, I expect quick replies and responses concerning products. Service recovery translates into loyalty which translates into profitability for the organization. The organization should have a well-designed service recovery strategy in place. Substantial research has indicated that a larger percentage of organizations do not implement effective recovery strategies (Bitner et al, 2018). The organization did not reach out to me to remedy the service failure situation therefore, I will never consider purchasing anything else from the organization. Also, I will discourage anyone who wants to purchase anything from the organization. Also, as a dissatisfied customer, I am in a position to utilize social media platforms to share my story and experience to ensure that others do not go through the same encounter. On the other hand, the organization can implement service failure recovery strategies to include, quick replies and providing appropriate communication (Bitner et al, 2018). Organizations might think that customers want extreme actions taken, however, customers just want an explanation of what went wrong and how they are handling the situation. Customers just want the firms to be accountable for their actions and inactions.
When dealing with services, customer expectations are controlled by advertisements. The promises made by organizations through its media channels may raise customer expectations which serve as a standard against which customers evaluate the services delivered (Bitner et al, 2018).
Good customer service experience
As a consumer, the quality of service is just as important as the product or service being offered. ABC hotel is a perfect example of a company that has developed and sustained a service culture that prides itself on offering the best quality of service and resolving customer complaints. I got this experience first-hand when I visited the restaurant to treat my friend on her birthday. Various aspects within the restaurant made the waiting time pleasurable. The restaurant is designed in such a way that it creates a welcoming atmosphere, regardless of the time of day. This is especially because businesses have to find a way to help customers visualize the intangible aspect of the services offered but cannot be touched or seen (Bitner et al, 2018). While most of the services offered were intangible, the design and quality of service commanded appreciation. At the entry, there was a receptionist, welcoming with a smile as she walked us to a table nearby. The tables were neatly arranged with table cloths perfectly ironed and color-coded to add on to the allure of the restaurant. The waiter walked over to our table, introduced herself as her waiter for the evening. My friend was very impressed with the ‘having our waiter for the evening’ part and it added on to my attempts to make her happy on her birthday.
The quality of service was extended even to the kitchen department as I could see the waiter heading to our table, a few minutes after placing the order. Being a birthday celebration, we ordered different items on the menu as we were in a mood to celebrate. From a distance, I could see the waiter handling three trays as she made her way to where we were seated. My admiration of her balancing skills came to a halt as a customer seated at the table next to the ass stood up without noticing the waiter and made her lose her balance, pushing one of the plates in our direction. The birthday girl was facing the opposite direction and could not get out of the way fast enough to prevent the bowl of soup from splashing on her back. The joy disappeared from her face and was replaced by a confused expression made up of a mixture of pain, disbelief, and confusion.
Despite the nature of the accident, I was impressed by how the waiter and other employees reacted in an attempt to resolve the situation. The waiter started by apologizing for the accident and rushed to check on my friend. Rather than just making an apology, she went on to enquire about the birthday girl’s well-being, the level of pain she was experiencing, and other information that displayed her efficiency in handling a crisis. She came off as not just a waiter, but also someone who had medical training on how to handle such an issue. Her knowledge and confidence made it easier for my friend to relax and explain what she was feeling. Despite minor pain, the soup was not hot enough to cause any injury other than some slight discomfort. The waiter was able to calm everyone down, including other customers and in a span of a few minutes after the incident, everyone had gone back to enjoying their meal and we were led to a private room for further inquiries.
ABC hotel also demonstrated its commitment to enforcing the service triangle. The waiter serving us had a positive attitude when performing her duties. Other employees operated similarly and this greatly enhanced our level of satisfaction. The environment within the restaurant was ideal not just for the customer but for employees as well and this goes a long way towards increasing profits. Throughout the incident, there was evidence that the management had taken all the measures needed to promote service leadership and this was evident through the three steps taken by the waiter. The first step was the approach that the waiter took to resolve the conflict and the efficiency employed. Despite my friend’s dramatic reaction, the waiter regained composure and was able to ease the tension between all the parties involved. The waiter asked the customer responsible for the accident to not worry and calmly go back to his table. The waiter took charge and some responsibility as she took it upon herself to help my friend instead of placing blame on the other customer. This made it easier to resolve the issue as time was not wasted pointing fingers (Cook, 2008). Reducing the number of people involved in the incident further communicated to the rest of the customer that the incident was not as serious and this made it easier for them to continue enjoying their dining experience.
The second step that demonstrated the waiter’s customer service skills, which is a reflection of the entire organization, was the fast decision making involved. Despite being a member of the service department. The waiter carried herself as someone in a leadership position. Rather than delaying the recovery process after the incident when waiting for someone in charge, the waiter was quick decisions that made conflict resolution more efficient (Hollins & Shinkins, 2013). She started by ensuring that the person who knocked the tray was calm and did not create more chaos. She then moved on to enquire about my friend’s whereabouts, displaying her skills and abilities not just in conflict management, but also in first aid. Her actions could only have been possible if the management had given her, and other waiters the training needed to know how to respond to a crisis.
The third measure taken by the management to improve the quality of service is about decision making. The waiter handling the issue operated in confidence because she had the authority to make serious decisions on her own. Rather than waiting on her supervisor or someone in charge to remedy the situation. The waiter acted fast and this ensured that operations could go back to normal despite the interruption from the incident (Hollins & Shinkins, 2013). The actions from the waiter inspired confidence in those involved in the conflict as she came off as someone who knew what she was doing and also in a position to resolve the issue.
Personal Insight
Consumers have grown to expect specific standards of quality when engaging with an organization. People expect quality services not only through the products and services they pay for but also how they are treated during the transaction. To deliver, organizations have to take up responsibilities and implement measures aimed at promoting better quality in services offered. This assignment has taught me the value of fast decision making and how information plays a crucial role in conflict resolution. Organizations that allow their employees to make decisions are seen to be more efficient when it comes to offering quality service. I also learned that conflicts are part of any organization regardless of the measures taken to improve customer service. Organizations must, therefore, plan and have a conflict management strategy in place to help remedy problems when they arise.
Another lesson learned was that customers are just as responsible for conflict and organizations should come up with a strategy to resolve the issues that are instigated by customers. Since everyone in an organization is the responsibility of the organization, the management must ensure that quality of service is maintained and in so doing, maintain an ideal environment for both the customers and the employees.
Lastly, employees greatly influence how customers perceive the company. Since they engage with customers often, businesses should train employees on how to be good ambassadors. It is recommended that organizations train employees on issues like telephone etiquette, proper response during a crisis and how to engage management in conflict resolution where necessary. Other than performing their duties, employees should also be aware of how the wrong approach could affect the quality of service. The goal should always be to create an ideal environment for both the customer and the employee.
References
Bitner J, Gremler D and Zeithaml A, (2018) “Services marketing: Integrating customer focus across the firm” McGraw-Hill Education
Cook, S. (2008). Customer care excellence: How to create an effective customer focus. London: Kogan Page.
Hollins B and Shinkins S, (2013). Managing Service Operations: Design and Implementation. SAGE Publications.
Kaufman, R. (2012). Uplifting service: The proven path to delighting your customers, colleagues, and everyone else you meet.
Kennedy, D. S. (2016). No B.S. guide to maximum referrals & customer retention. Entrepreneur Press
Rushton, A., Oxley, J., Croucher, P (2013). The handbook of logistics and distribution management. London: Kogan Page.
Apendix
Journal Entry
Good Service Encounter
Your Name:
Name of Firm Providing Service: ABC Restaurant
Type of Service (industry): Hotel
Date of Encounter: Time Encounter Occurred:
- What specific circumstances led to this encounter (i.e., describe the service encounter in detail)?
The incident occurred when a waiter poured hot soup on my friend while we were waiting to be served at the restaurant.
- Exactly what did the firm/employee say or do (be very specific and thorough)?
The waiter was pushed by an unsuspecting customer who pushed the waiter’s hand, forcing her to drop soup on my friend.
- How would you rate your level of satisfaction with this encounter? (Underline the most appropriate number on the scale below.)
1 2 3 4 5 6 7
extremely extremely
dissatisfied satisfied
- What exactly made you feel that way (be specific)?
The waiter possessed knowledge in first aid and also conflict resolution which made decision making fast.
- What could the employee/firm have done to make you happier with the encounter (again, be specific and detailed)?
Improve on the setup to prevent customers from obstructing waiters as they wait on other customers
- How likely is it that you will go back to this service firm? (Underline the most appropriate number on the scale below.)
1 2 3 4 5 6 7
extremely extremely
unlikely likely
- Why? The quality of service was exceptional and the food was just as sweet.
Journal Entry
Bad Service Encounter
Your Name:
Name of Firm Providing Service: XYZ Gamers
Type of Service (industry): Entertainment and retail
Date of Encounter: Time Encounter Occurred:
- What specific circumstances led to this encounter (i.e., describe the service encounter in detail)?
Had to stay indoors and decided to order a video game as a way to cope with the boredom.
- Exactly what did the firm/employee say or do (be very specific and thorough)?
The company failed to deliver the package within the 24-hour deadline stipulated. The company was also difficult to contact and the customer service agent lacked telephone etiquette.
- How would you rate your level of satisfaction with this encounter? (Underline the most appropriate number on the scale below.)
1 2 3 4 5 6 7
extremely extremely
dissatisfied satisfied
- What exactly made you feel that way (be specific)?
The company had poor services as they failed to notify me on the where bouts of my package in time.
- What could the employee/firm have done to make you happier with the encounter (again, be specific and detailed)?
The company should have notified me that the package had been delayed and communicate a new arrival date.
- How likely is it that you will go back to this service firm? (Underline the most appropriate number on the scale below.)
1 2 3 4 5 6 7
extremely extremely
unlikely likely
- Why?
The inconvenience caused created a negative impression that I have come to associate with the company especially because they focused more on delivering the package that resolving the issue as well.
