News: Customer Service/Care
Customer service training 'essential', expert asserts
11 February 2009
Training is essential for retaining a level of enthusiasm in front-line customer service staff, an expert asserts.
Moira Clark, the director of the Henley Centre for Customer Management at the University of Reading, tells the Times this can help motivate and drive employees to provide a higher level of consumer care.
She emphasises the importance of businesses "understanding who their customers are", as this can lead to a more effective interaction.
"Today's customers are older, more demanding, savvier. They can see through marketing and are determined to get what they want," Ms Clark states.
She also highlights the fact customer service requires a recognition of other's individuality, the news provider reports.
In the best shops and stores, the consumer feels like they are personally known by the staff, she states.
Earlier this month, O2 was recognised for the level of customer service it provides.
JD Power and Associates' 2008 UK Mobile Broadband ISP Customer Satisfaction Study found the company to provide the best level of consumer care.
