Organizational units that have direct customer contact, Customer Service, Sales, or Risk Management units play a critical role in supporting and achieving the objectives of the company or institution. In most cases it is these organizational units that have daily interactions, and the most intimate relationship with the most valued asset of the company or institution; the customer. They have a direct influence on customer satisfaction and the image of the company or institution. The most important areas we have identified in a creating a customer service strategy are:
- The customer service/relationship strategy has to be aligned with the mission and vision of the company or institution.
- The objectives of increasing sales, cost efficiency and customer experience have to be harmonized.
- Appropriate operational resources and process must be assured.
- Measurement, decision making and intervention have to be well organized.