Customer Service in Digital Era and Role of Internal Markets

Customer Service in Digital Era and Role of Internal Markets

Copyright: © 2015 |Pages: 42
DOI: 10.4018/978-1-4666-8231-3.ch005


Enterprises require focusing on managing relationships in internal markets because internal marketing activities play a critical role in creating an organizational climate that supports customer relationship management strategies. The main objective of this chapter is to identify requirements for creating customer-centric culture in organizations. Customer service can cause the success or failure of a company; hence, the role of internal market in service profit chain cannot be ignored. After explaining the significance of the service profit chain for the company, the chapter continues with clarifying the role of customer experience management in creating customer retention. In this chapter, creating customer-keeping culture, getting 360 degrees of customer insight, using big data and predictive analysis, engaging customers through social media, and managing experience across multi-channels are explained as requirements for achieving excellence in customer service experience. This chapter ends up with discussing the characteristics of customer service in the digital era and key business trends about the future of customer service.
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Creating Relationship Marketing Culture In Internal Markets

The focus of internal marketing is to get and retain customer conscious employees (Grönroos, 1990). Organizational culture significantly affects employees’ eagerness to serve customers (Bellou, 2007). Thus, as Bellou (2007) indicates, it is important to establish a culture that allows employee involvement, facilitative management styles, and decentralized decision-making. The organizational culture has to reward customer orientation practices; especially promoting the customer service orientation practices among front-line employees is essential.

Inter-functional cooperation is needed in all forms of value creation. Motivated and customer conscious employee at all levels of the firm can be possible by improving the open two way communications and coordinating tasks between the front line and support staff. When the various parts of an organization act without cohesion, this will constrain the performance of employees and front line employee (Ballantyne, 2000). Thus firms that want to create high customer value by adopting relationship marketing strategies must create an internal environment where all functions of the organization proactively communicate, understand and inform each other.

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