Abstract
Considering the “Customer Service” situation, it is common for a consumer to engage employees who are never mindful of the customer satisfaction or the loyalty. The food industries suffer strongly from such situations where employees especially the service men/women treat clients negligently as if they were a burden to their work.
Sometimes the employees become rude or obnoxious. It is often easy to find or hear advertisements state that ‘the customer can have the services their way,’ but this is a rare occurrence. The customer services seem to be on a downhill trend today. This paper considers a situation of rude treatment of the customers by the food industries employees. What solutions can be applicable in such situations? The paper applies both the persuasive and scientific thinking as the solution to the situation.
Solutions by Persuasive Thinking
Customers’ satisfaction and customer loyalty are two quite different but logically utilized business concepts in food service industries, as very important marketing strategies. According to the industrial experts, when the customer is satisfied, the business gains a huge leap on their faith and thus the continual loyalty.
Marketing and customer relationship is achievable when the service experts such as the waiters/waitress use strategic approaches to ensure customer satisfaction. In line with Crowder et al (2007), this is a logical counter measure to retaining customers as well as maximizing business profits.
Today, logical marketing entails rationality as opposed to the common transitional approach of advertising. According to the American Marketing Association (2008), marketing is a function of an organization, which involves the process of creating and respecting customers’ values in persuasion of their requests for services.
It also entails friendly correspondence and deliveries as a measure of managing or ensuring good relationships for maximum benefits. In accordance with Harker and Egan, (2006), the persuasive style/approach of offering services is more acceptable as a modern style of enhancing business growth. In close link to Kotler and Keller (2009), the logical Customer Relationship Management (CRM), is more preferable and chosen as a top priority approach among most companies worldwide.
It incorporates the use of independent reasoning, to solve small and simple occasional scenarios involving consumer’s demands. In connection to Kotler and Keller (2009), the strategy of CRM has a foundation of the additional personnel knowledge penetrating the involved sectors with the aim of strengthened relationship.
Today the use of logical value added services such as smiling expressions during service, use of polite and friendly words, showing concern and assurance communication is important for enhancing consumer satisfaction. According to Kotler and Keller’s writing (2009), to harness the success of CRM, the stakeholders ought to be educated; the idea behind the approach should ensure value of persuasive thinking as a strategic innovation to retain the customer.
Solutions by Scientific Thinking
On the other hand, the scientific thinking of the case scenario entails a way of enhancing or ensuring the firm-to-customer relationship. Scientific theories of marketing indicate that customer satisfaction relates to results, while loyalty links to relationships, and this is achievable thought improved customer relationship management system.
From the scientific point-of-view, if the customers are repeatedly satisfied with goods or services, they are likely to become truly loyal and easily overcome the negative occasional impacts or business challenges. Satisfied customers may not necessarily be or remain loyal, but existence of a management system to strengthened relationship with them especially for the Small and Medium Sized Enterprises enhances the loyalty (Baas and Schrooten, 2006).
The scientific thinking indicates that the business can gain economically by establishing the value for customer satisfaction, ensuring that the business revolves around the customer’s interests and considering the key elements that accelerate their loyalty. Today it is eminent for businesses to identify the segments that the customers tend to have greater value upon by finding the satisfaction elements that may control decisions regarding their needs. (Kotler and Keller, 2009, 3)
Scientifically the business is also able to manage its relationship with the customer by ensuring good focus on customer’s needs as a business strategy or objective. Reinventing the interactions with the customers ensures proper support especially to the highly valued clients. The business also have the role of ensuring existence of a well trained, motivated and organized personnel, with the ability to support all the customer’s needs.
Summary
Scientifically a food industry can integrate customer information to have a comprehensive view of their needs and thus ensure satisfaction. The company can capitalize on self-service concepts through accurate and rapid response to needs. The technological advancement can be of help in understanding customers’ needs and measuring relationship progress.
The technology ought to provide the customer’s data source through various channels for analysis. The provision for satisfaction across the wide range of customer’s interactions is another key determinant of a firm’s success. The customer relationship management has to focus on supporting specific business financial objectives for it to have a positive impact on business profitability or customer satisfaction.
The concepts behind this management mainly regard client satisfaction, especially during the current robust technological platforms, customer retention necessities, accelerated growth over the competitors and higher returns. Logical persuasive strategies in the food industry involve consideration of the factor that requires immediate personal thought and address in connection to specific scenarios, in order to maintain a strong customer relationship.
References
AMA (American Marketing Association). (2008). Customer Relationship Management. Web. Web.
Baas, T., & Schrooten, M. (2006). Relationship Banking and SMEs: A theoretical Analysis of Small Business Economics. Journal of Economics, 27, 127-137. Missouri, MO: MIT Press.
Crowder, M.J., Hand, D, & Krzanowski, W. (2007). On optimal intervention for Customer lifetime value. European Journal of Operational Research. Amsterdam, London: Elsevier Press.
Harker, M, J., & Egan, J. (2006). The past, present and future of relationship Marketing. Journal of Marketing Management, 22, 215-242 Scotland, UK: Westburn Publishers Ltd.
Kotler, P., & Keller, K. (2009). A framework for Marketing Management (fourth Ed). Journal of Information Technology Case and Application Research (JITCAR), 11, 3 Georgia, GA: Ivy League Publishing.