Hail The Consumer !

Exceeding customer's expectations and deleighting the customer are some of the constituents of Customer Satisfaction. Its a much hyped and well leveraged marketing terminology.

Yeah i woudnt call it a management terminology , coz its more of words than substance.India deserves a special mention when we speak of customer satisfaction - simply as an example of what not is customer satisfaction ! Companies like Starbucks , Dell and Carrefour have proved that if implemented honestly and effectively customer satisfaction can be a vital weapon in any marketer's armour - a diffrentiation tool which cuts across the clutter of being "better" - and makes the service "Different" and "Delightful".

With globalisation and influx of foreign brands in India , we witness Indian companies making a shift from the Selling Concept to the Marketing Concept. However little do they realise that customer service is an atitude rather than a process. Processes are important , but it's the atitude towards the consumer , the sensitivity which the support staff show and the understanding of the importance of the Customer that they posses - is what results in a good customer service. Few weeks of ocnditioned brainwashing through highly structured training modules , does not help improve customer service. It rather frusturates the customer more , since the service metted out becomes moe mechanical and insensitive. The processes become the end goal rather than the actual goal of the process design !

Flexibility and senstivity is something that Indian customer service propents certainly lack. Unless the atitude can be changed or conditioned - no amount of training or processes can lead to a "Delighted Consumer" .

Hail the Consumer !