Components Of A Customer Concentrated Environment Marketing Essay

List down the Major components of a customer-focused environment and briefly discuss each. Research on a preexisting service-oriented firm (e. g. college, medical center, law-office, etc. ) in Malaysia and make clear how these components are applied and applied.

To deliver a superior customer performance at Pizza Hut Sdn. Bhd, you are tasked to take care of customer complaints. Identify the types of complainers and illustrate how to respond to customers problems effectively corresponding to each kind. Cite one situation from the company's experience and briefly discuss the kind of empowerment needed to respond in an optimistic manner.

Table Content

Question 1 Answer

Customer relation takes on an important role in every firm as every company is working with customer in every business aspect, you will see customers involved with every trading and customers are the source of revenue in a small business. Apart from possessing a good product to market or providing services, customer relation is equally important as with out a good connection and trust with the customers, they'll not engage or do it again the service provided by a particular corporation. Every corporation is seeking to turn their customers from trial level to a repetitor then last but not least to faithful level in the consumer distribution funnel to secure the business enterprise. Corporation should come out with characteristic or key major components of its own to develop a strong romantic relationship with its customer in order to secure business as well concerning capture the share of market.

There are a few major components of a customer-focused environment as below

Enhancing Expectation. (be uplifting)

A firm that will always seek ways to keep to improve or enhance its services to bring the customer experience to a higher level.

A company that will continue provides what's needed and required by the client.

A organization that will creates impact to delight and good impression to show that the organization appreciates the client than any of the competitors.

A company that will always build strong rapport with the client to excite or please the customer and value them as a company partner.

Managing Expectation. (make it easy)

A firm that will always pay attention to customer's responses on the services.

A firm that will always seek to understand by conducting review to improve and deliver the expectation.

A corporation that is effective by responding or revert back again to the client after examined a complaint by giving constructive solutions rather than excuses in a timely period.

Ethical of Work (be respectful)

A firm that provides correct and correct information and straight to the point based on the company policy so the customer won't feel upset or challenged.

A company that will ensure that the staff handle the client in a professional way as there will never be misleading guides or declaration.

A corporation that will allow zero tolerance for misleading statement or incorrect information to avoid customer to guage that the corporation is unethical.

A corporation that will not over assurance or under deliver. Only inform the reality of the situation or problem. Keep carefully the customer at the same webpage with the business policy on what you can do and what not.

A organization that can make sure the employees won't bring their personal things or problems to work and put tantrum on the customer to release the annoyance.

Customer Service Excellent. (keep promises)

A firm that always focus on being friendly to the customer.

A corporation that will always make sure that customer are being greeted with a smile as soon as the customer is being engaged.

A firm that will usually listen closely, attentive and attentive to the client.

A company that will need account of the client feedback as part of performance in the total annual review.

A organization that will always take the client inquiry as the goal.

A organization that will always ensure the best service is being wanted to maximized customer retention and reduced / protecting against customer defection.

Example of an existing service-oriented firm in Malaysia will be Digi Telecommunication Sdn. Bhd.

digi-logo-hi-res. jpg

Official Website: www. digi. com. my

Industry: Telecommunication

Products: Telecommunication services and mobile services

Address: D'House, Great deal 10, Jalan Delima 1/1, Subang Hi-Tech Industrial Recreation area, 40000 Shah Alam, Selangor.

Telephone Number: 60 (3) 5721 1800

Information: Among the Malaysia's leading telecommunication supplier with outlets all across Malaysia. Digi Telecommunication provides mobile voice and internet services.

Customer Service Charter

Organization Eyesight

We have a vision of being a corporation that is obviously 'Changing the Game'. We do this by constantly pressing the boundaries, dening new specifications, and ensuring ongoing improvements in all parts of our business.

Organization Objective

We deliver Internet for those as part of our dedication to building a connected Malaysia, permitting usage of mobile internet services and applications by offering customers the right blend of devices, value costing, and the best use experience of mobile internet.

Organization Value

Keep Promises

We take ownership for providing on our goals and tasks, and pride ourselves on driving a vehicle quality in everything we do.

Make It Easy

We shoot for simplicity in the way we work, and in offering products and services that are easy to understand and simple to use.

Be Respectful

We are open-minded and professional in our carry out, and appreciate variations in cultures, views and outlook.

Be Inspiring

We bring love, energy and creativeness into everything we do, and make every effort to constantly drive change and constant improvement.

Enhancing Expectation. (be inspiring)

Digi always seek ways to keep to improve or enhance its mobile network services to bring the customer experience to an increased level by broadening their current telecommunication network to a greater area of coverage as well as improving the internet quickness.

Digi continue to provide what is needed and wished by the customer by presenting variety of mobile packages to match customer's utilization and add value by offering postpaid deals and prepaid offer. Digi was the first telco in Malaysia offering prepaid package deal.

Digi creates impact to joy and good impression to show that the corporation appreciates the client than any of the competitors by having Digi Privileges, Music Special offers and Digi Top priority Service Membership that reduces to 3 levels depending on usage and tenure. Account: Platinum, Gold and Silver.

Digi always build strong rapport with the client to excite or please the client and respect them as a small business partner with a team of customer service agents to provide Platinum people and a team of well trained "Elite CUSTOMER CARE" to provide door step assistant to solve complex concern on site. Main concern treatment provided by Digi Customer Service at higher level of service. Early notice advantage to discover hottest promotions and offers, tailor-made exceptional deals and offers and special delight activities and exclusive situations.

Managing Expectation. (make it easy)

Digi always pay attention to customer's reviews on the services or enquiries by having 24 hours customer support helpline and Digi retailers across Malaysia to aid customer as well as fixing the customer's problem.

Digi always seek to comprehend by conducting study to boost and deliver the expectation by participating a 3rd party by the name of CFM on responses or issue. www. consumerinfo. my ()

Digi works well by responding or revert back again to the customer after examined a complaint by giving constructive solutions rather than excuses in a timely period by having a team of well trained customer care personnel.

Ethical of Work (be respectful)

Digi as a public listed company and customer targeted business, to provide accurate and correct information and right to the point in line with the company policy so that the customer won't feel upset or challenged. Digi also ensure that the employee take care of the client in a professional way as there will not be misleading manuals or statement. No tolerance for misleading statement or incorrect information to avoid customer to judge that the corporation is unethical. Digi will not over promises or under deliver. Only notify the truth of the problem or problem. Keep carefully the customer at the same site with the company policy on what can be done and what not. Each one of these are inside Digi's Code of Do, a rule publication that explained all company guidelines and restrictions.

Digi can make sure the employees will not bring their personal matters or problems to work and toss tantrum on the customer to release the aggravation. Disciplinary action will be taken against those who break the Code of Carry out.

Customer Service Excellent. (keep offers)

Digi always focus on being friendly to the client and make sure that customer are being greeted with a smile the moment the customer is being engaged as as soon as you step into a Digi electric outlet, customer will be greeted by the customer support employees and they will offer to help you immediately. If is good for payment, he/she will lead the client to the payment machine, if is perfect for enquiries, he/she are certain to get the customer a ticket and the client will be attended shortly. If it's for mobile packages, the customer employees will explain completely and advise the client accordingly. Listen, attentive and responsive would be the key value for Digi's customer service personnel.

Digi will need account of the client feedback within performance in the total annual review. If there is a lot of negative opinions on a particular personnel, the department will need necessary action such as lower to zero salary increment and the bonus payout.

Question 2 Answer

Every corporation will have the problem of service breakdown in the daily business businesses. Service breakdown may happen when customer's expectation or satisfaction is not achieved. In today's business, the majority of the customers are tech savvy and educated; hence it is easier for customer to complaint a product or services. Smartphone with camera and video functions as well as access to the internet via Smartphone has created another alternative or platform to lodge issue apart from lodging complaint through conventional platform such as papers or tv.

There are a few types of complainers that may be found in our day to day life and every type of the complainers will have their own feature and the client response strategy is as below

The Meek Customers are customer who has problem or dissatisfaction with the assistance or product of a business but The Meek Customer won't voice out to that particular group. The Meek Customer will not have confidence in complaining as it will not help or do any good, they also assume that it is waste of time and energy making complain. Sometimes their personal frame of mind and values restrict them from complaining. Generally these Meek Customers won't complain. But these customers will post a larger threat to an organization.

Customer response strategy

The Meek Customer. Generally, will not complain.

Response: Must work hard at soliciting reviews and problems and act correctly to resolve grievances.

The Aggressive Customer. Opposite of the Meek Customer. Conveniently complains, often loudly with length.

Response: Listen closely completely, ask: "what else?, " concur that a problem is present, and indicate exactly what will be done to resolve it so when.

Danger: Being intense in exchange. The Aggressive Customer does not answer well to excuses or explanations why the product or service was unsatisfactory.

The High-Roller Customer. Expects the absolute best and is ready to pay for it. More likely to complain in an acceptable manner, unless a hybrid of the Aggressive Customer.

Response: Is considering results and what you are going to do to recuperate from the customer service break down. Always pay attention respectfully and positively and question carefully to fully determine cause. Ask: "what else?" and right the situation. Like the Aggressive Customer, the High-Roller Customer is not interested in excuses.

The Rip-Off Customer. The goal is not to get the grievance satisfied but rather to succeed by getting something the customer is not entitled to receive. A regular and repeated "not good enough" response to efforts to gratify this customer is a sure signal of any rip-off designer.

Response: Remain unfailingly objective. Use accurate quantified data to backup your response. Be sure the modification is commensurate with what the organization would normally do under the circumstances. Consider asking "What may i do to make things right?" following the first "inadequate. "

The Chronic Complainer Customer. Is never satisfied; there's always something wrong. This customer's mission is to whine. Yet, he's your customer, and as frustrating as this customer can be, he cannot be dismissed.

Response: Extraordinary persistence is required. One must listen closely carefully and completely rather than let one's anger get aroused. A sympathetic ear, a sincere apology, and an honest effort to correct the situation will tend to be the most successful. Unlike the Rip-Off Customer, most Chronic Complainer Customers will accept and appreciate your time and efforts to make things right. This customer wishes an apology and appreciates it when you listen closely. Tends to be a good customer (regardless of his frequent complaining) and can tell others about your positive respond to his issues.

The genuine complainer- this is a visitor who has already established something go wrong that's not their fault and has cause to complain about it, it does not usually destroy their experience if dealt with correctly, until they have had a series or mistakes or issues. Reasons for this problem could be over prepared food, something no longer working in their room, an unacceptable waiting period. This is actually the best type of problem because with an apology, understanding and a remedy this guest is likely to leave happy.

High expectations- this is a guest who may have a much higher expectations than the premises provides, normally, this is not either celebrations problem, we as a corporation simply do not match the expectation. This can be for many reasons such as many hotels now offer free Wi-fi as a typical so when a guests arrives at a hotel this might become area of the expectation, so when they realize that WIFI is chargeable and actually very costly their expectation has not been matched and they are immediately disappointed. I believe another reason behind this disappointment is often because heavy branding, for example, if you are used to staying in one brand you get use to the products and services they offer, so when you yourself have no alternate but to stay/ eat in another establishment they may have different goods and services offered that usually you'd be pleased with but you're so used to your typical brand it might not exactly match up. I've also found that from my connection with working in five star hotels, guests often have saved and looked forward with their stay for a long time. They may never have stayed in a five star hotel and expect it to be out of this world and frequently the merchandise and service doesn't match up to people high objectives.

Fussy- this is guest who has very high expectations and needs the service, good and food to match those expectations. This guest often doesn't differentiate between different expectations such as budget, three, four and 5 star hotels or branded and privately owned or operated venues. They expect the service to be excellent exactly where they go; these folks I imagine are often disappointed. If this person feels cause to create a complaint they will compare one to something incomparable, for example a middle market brand with a high end brand.

Professional complainer- this is a guest who will complain whatever one does, they know if they complain it is likely they will receive a discount or not have to pay at all. They often times go to places that are advertising a recently available change in general management or possession and compare it to how it used to be. They also threaten you quite early on in the issue to get the scare factor such as I am going to report you to. I will post this matter on trip advisor/ I am a travel writer or I will write to your employer/ hq.

Often a professional complainer will get started by increasing their speech to ensure all friends hear, they may get personal and become intimidating. They always know their protection under the law and usually get what they want. It is unlikely they will returning as they might not need to be regarded.

Variety of negative feelings can occur following a service failing, including such feelings as anger, discontent, disappointment, do it yourself pity and panic. These first negative reactions will have an effect on how customers measure the Service Recovery effort and presumably their ultimate decision to come back to the provider or not. Many customers are extremely passive about their dissatisfaction, simply saying or doing nothing at all. It is known that those who donot complain are least likely to returning. For companies, customer passivity when confronted with dissatisfaction is threat to future success.


This band of customers is least more likely to take any action.

They are unlikely to state anything to the provider

Less likely than others to multiply negative Person to person, unlikely to complain to third party.

They often question the effectiveness of complaining, thinking the consequences will not merit enough time and your time and effort they will expend.


These customers actively complain to the company.

Less likely to pass on the negative word of mouth, to switch patronage, or to go to third gatherings with their grievances.

These customers to be viewed as the providers friend.

Actively complain and give company a second chance.

They imagine complaining has communal benefits and for that reason please voice their impression.


These customers are more likely to engage in negative word of mouth to friends and family members and to transition providers than are others.

They feel alienated from the marketplace place.

They are furious with the service agency although they do believe that complaining to the provider can have a social benefits.

They are less likely to give the service give a second chance.


These individuals are seen as a above average propensity to complain on all measurements.

They will complain to the company, they will inform others, and they are more likely than some other group to complain to third celebrations.

They have a very positive sense of the actual positive consequences of all types of complaining.

Why do/ don't customers complain?

The categories just defined claim that some customers will complain than others. As individuals, these customers think that positive effects may take place and that we now have social benefits associated with complaining, and their personal norms support their complaining habit. They believe they will and should be provided compensation for the service failure in some form. They think that fair treatment and an good service are their credited, and that in case of service failure, someone should make good. In some cases they feel a sociable responsibility to complain - to help others avoid similar situations or even to punish the service provider. A very few consumers have " complaining" personalities - they exactly like to complain or cause trouble. Those who find themselves unlikely to take any action contain the opposite beliefs. They often times see complaining as a throw away of their effort.

Handling Customer Complaints

All good professionals want to listen to about every issue their customers have. Only once a grievance has been indicated can the correct corrective action be taken. Without customer claims management often assumes that everything is okay.

It is believed that for each and every customer grievance received, there are in least 26 issues that are never expressed. What are the implications of the statistic? Furthermore, a person with a problem is likely to tell 20-25 some other clients and prospective customers about his complaint. Therefore, every group needs a procedure for resolving customer issues.

A Suggested Customer Problem Procedure

Consider the next eight-step customer complaint procedure for handling customer complaints in your organization

Provide customers with the opportunity to complain.

Give customers your full and undivided attention.

Listen completely.

Ask the main element question: "what else?"

Agree a problem exists; never disagree or argue.


Resolve the complaint. (Ask again: "what else?")

Thank the customer for getting the issue to your attention.

As you examine these eight steps, determine those your organization does indeed most and least effectively. Use your answers to ascertain where you will need to boost your customer grievance procedure.

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