Customer Service - What does it mean?

[jumbofret]

Singapore thrives on the service industry... Recently, a campaign was launched to boost customer service. But in order to deal with the problems, everyone (both store and customers) needs to understand its concept. Here's what it means:

Customer service is not just service with a smile and/or after-sales service. Unfortunately most people here define customer service as the former mainly because of its relation to the hospitality and tourism industry. Which is partially wrong, when you are talking about guitar stores etc. Do bear in mind that the guitar industry (product+service) differs greatly from the hospitality industry (mainly service).

Customer service means having the right product/service to meet customers' needs and/or wants. Also, customer service includes providing correct product/service information. Customer service also means creating greater value for the consumers, and achieving customer satisfaction. This includes shipments, inventory management, information accessibility etc.

Customer service is an important aspect of any company. However, since this is SOFT, I will stick within the context of the guitar industry. Due to the oligopolistic nature of S'pore's guitar industry, there is very little concern about customer service. There's just no need to bother about return sales. For those who have gone gear-hunting, you would have encountered terrible customer service at one point in time. I think that the market needs more serious competition in order to freshen things up.

Stores that have great consistent customer service are usually managed by the owners. The owner handles almost everything in his store, including dealing with customers (Luther and Carmel Media are great examples) and they know their products very well.

Market research has shown that a delighted customer is around 3 times more likely to purchase again (return sales for store) than a satisfied customer.

Well, I have come to the end of my article. I certainly hope this has enlightened you on customer service!

 

[stillwater]

nice article you write jumbo. ok, i shall stay within soft's context too.

say u wanna buy a fender guitar, 2 choices: visit a local store, or order thru an online store.
after some calculation, i actually can save significant amount of money ordering online (ie. US fender + shipment +insurance)... so why go to local store when u can save money buying online?

Possible Reasons: can't wait, can try first b4 buying, more choices (compared to wat online stores offer), n mostly customer service (setup, warranty, after-sales service)

Verdict: Go Online.

Reason: Save money, get first class goods, delivery to door-step, and don't need to see fiak faces and feel 2lan. Doesn't make sense pay more, get less, and still have to put up with attitude problems yah? What theory is this?

Conclusion: (yes! swee lee)You've got a long way to go, a lot to learn. Now is no longer like the past, when u were the only choice. Try learning from successful organisations on what makes a happy customer. Ok, to stay in context, a very good example to learn from is your competitor Davis. Maybe try wear a mask and go buy something cheap, say even a guitar pick. You'd be surprise the service u get for even something so cheap.

The Truth: I've placed a few orders online, some shipped directly to me, some brought back by colleagues who visited US... and all experience: satisfied. Comparing to buying from some local stores, I won't say so. :roll:

 

[3notesAbar]

At the risk of sounding like i'm diving too deep into your post Jumbofret, why would someone approach a vendor if they have the 'wrong' products / things which the customer would find inappropriate for usage? Only reason i can figure is that they are ignorant. Hence, what you said about providing the correct information, I totally agree. But with regards to having the right products to meet the customer's need or wants, i dont think that really falls under good customer service.

If a small vendor knows what i want but cannot offer it to me immediately, and directs me to another shop which they know can, thats service. If a service personnel however dosent know what i want but provides me with possibilities in order to know more, thats stepping out on a limb to help, thats customer service.

In essence, in order to provide good customer service in products, vendors/sales personnel must have good knowledge of their range of products, as well as their competitors. They should also listen and offer the best suggestions they can muster given whatever communication circumstances. And with regards to attitude, yeah, of course doing it with a frown would be weird. I dont think what we're talking about covers dealing with 'crappy customers', so....

 

[soft]

does SOFT provide good customer service?

oh, 3notesAbar, the image in your signature is distorting the layout.

 

[3notesAbar]

For me so far, very good Thanks james.

 

[jumbofret]

It's an industrial definition of customer service. Another way to look at customer service is service to customers. Yes, having the right goods to match a customer's need or want does not make it good customer service. I never said that if you seriously read, but I was trying to give a better picture of what customer service means. It is a small part of customer service tho. If someone wants a Dimarzio humbucker in black, then the dealer should have that particular model in that particular colour to achieve cust service (I am not saying it is the best again).

The marketing dept of a store wants to achieve the highest cust service as possible, and that includes holding a huge inventory. This is in conflict with the interests of the other departments of the co.

And the costs of customer service are both tangible and intangible. And it is industrial practice to prioritize customer service. "Is it worthwhile to entertain a small fry or a big shot? How much is enough?" is what they have in mind. Pls note that I am not flaming anyone, but stating facts or educational guesses.

Customer service is not limited to the store, it can also be outside, right at your home. If you are a loyal customer of a particular store (not necessarily guitar/bass store), they will include you in their mailing list and send you promotional offers, catalogues, etc. It costs money, but there is always a cost-effective way (internet).

Yes, if a small store directs you to his competitor, that's also customer service. It has more of a positive effect on the customer than having the matching goods for demand. It builds respect, trust and rapport between store and buyer.

Regarding "why would someone approach a vendor if they have the 'wrong' products / things which the customer would find inappropriate for usage? Only reason i can figure is that they are ignorant.", you have not seen my point about customer service. If it's wrong and doesn't match what the customer want, then that's it. It's wrong. There are newbies who don't know too much about gear and they seek clarification and enlightenment from vendors when they shop. This scenario happens everyday in the various aspects of retail industry, when customers are uncertain or don't know about products/services and they seek the stores' help. I am sure it has happened to you when you shopped for stuff (not related to bass) so please don't use the term "ignorant" loosely.

Your last paragraph is essentially echoing what I have said.

There are various levels of customer service, I am not going to turn this thread into "Customer Service 101". This thread was meant to give a different perspective of the term. Customer service is a business culture to most, but it isn't the case with most stores here. Some foreign stores are obsessed with customer service, they seek perfection in it.

Do remember, that when you take care of your customers, your customers will take care of you.

 

[Kaye]

well.. i think sweelee has good customer service.. actually it depends who helps you.. like i went to sweelee yesterday.. lookin for a harmonica while my friend bought a new sets of string. the guy.. His name is Isrin, he actually told my friend that some of the fender strings are actually rusty and help my friend to pick another set of strings.

 

[jumbofret]

"Customer service is an organization's ability to supply their customers' wants and needs." and "Excellent customer service is the ability of an organization to constantly and consistently exceed the customer's expectations." Took that from the Internet, sums it all very well.

Swee Lee is known to be inconsistent in this field, that's what many ppl here are saying.

 

[MadWerewolfBoy]

well, customer service is... servicing the customer....

 

[jumbofret]

Sometimes, sales assistants overseas will ask you politely "How may I be of service to you?" when you walk into their store. It doesn't mean he expects an service-related answer but rather what you are looking for.

 

[3notesAbar]

Wah jumbofret your posts very long...read until zzz. But anyway yeah. i think we all know what i meant by 'ignorant'. if i wanted Fenders and went to Davis, that'll be quite ignorant la. Its not a degratory term or anything, just one used to describe a customer who dosent know where to get particular things. After all, wasn't I talking about Vendors not providing the 'right products' to meet the needs and Wants of a customer? I think it'll be dumb to assume that you meant you thought that all vendors should provide everything, when its not possible. However, i choose to assume you meant that dealers of a certain brand e.g. DiMarzios should carry most of their pickup range (which isnt that many really), and that if someone wanted a specific model in black, he dosent have to wait for shipment.

I think you failed to explain your quote from the internet throughly despite your long posts. If an organization fails to supply an ignorant customer, are they provide inadequate / bad customer service? I think not. But most of them who are good + informed sales people will direct them to their competitor, and thats good service.

 

[jumbofret]

Ok will shorten my post lol. In the event when someone wants a Fender and goes to Davis, then he is seeking a product from a specified brand, yeah? I agree then, he is an ignorant guy. And failure to meet his demand is not incompetent customer service.

Yes, I meant that dealers should carry more stock of the brands they carry.

I went to Davis quite a long time ago, and there was this quite old guitarist who was looking for a Super-strat (Floyd Rose trem, 24 frets, HSH). Prior to the encounter in Davis, I saw him at Yamaha PS trying a Super-strat while I was browsing around for pots. EVH, Vai etc was his thing.

He firmly told the 2 sales assistants (the new ones are Malay or Indian) what he wanted, and they brought him to the budget section & said "These are our guitars, take a look for yourself". And he repeated what he wanted. They brought him to another section, and it took some time before Old Fogey told him "We don't have HSH, only SSH". Old Fogey asked him if he has tried a JEM, the customer said "Yes, but I don't like it."

I was controlling my laughter during that incident. Next time I should bring a video cam to Davis. Very funny!

 

[3notesAbar]

Not enough stock here...sigh. Can only pretend to try a guitar/bass/pickup/amp/preamp/fx/ in my head.

 

[soft]

in an ideal world, everything will be good and nice but in the real world, things are always with a little bit of distortion.

customer service is kinda person's up-bringing/belief. under normal situation, he/she can follow the text book procedure of servicing customer. it is during crisis moment where the real beauty of the person shines.

 

[Vaiyen]

Lol Jumbofret I like your description about Davis..
I also agree that the 2 new helpers at Davis don't seem to know what they're doing, based on my limited experience with them.

 

[audio]

all they care is our money.
they can be nice but they never tell u everything.

 

[jumbofret]

Well good customer service doesn't mean a store has to sell a product each time a customer comes in. The owner/sales assistant can try suggesting alternatives from his store or other stores...

I hope this clears things up.

Soft: Hmm... SOFT has good customer service, for being a non-profit outlet for musicians and other people to share their ideas! To be fair, we can't expect too much from ya...

 

[shibby]

spore wan lousy.. gucci...prada etc...