News: Customer Service/Care
Customer service 'essential to brand of firm'
24 December 2008
Leading brand consultants have emphasised the importance of customer service to the overall impressions of a business on the consumer.
Olivier Auroy, the general manager of Landor Associates, tells Emirates Business that loyalty can be created at every point of contact between a company's staff and the consumer.
He emphasises the importance of creating a good impression from the first moment of interaction, as this has a strong effect on the subsequent relationship, which could emphasise the importance of customer service training.
"Employees deliver the brand experience in many ways. Let's take the example of the airline industry. The employee is involved in the main touch points: check-in, lounge, embarking and flight," Mr Auroy states.
He adds that many companies recognise the importance of customer service to their firms and place their best employees in complaints, as after-sales contact of this sort can often give businesses the opportunity to develop loyalty in their users.
Earlier this week, Kwik Fit Insurance received the Insurance Times Customer Services Initiative of the Year Award due to a scheme which ensured consumers remained in contact with one member of staff throughout their interaction with the firm.
