Is Service Excellence the New Marketing Excellence Definition?

67% of these customers can be prevented from leaving if the problem is resolved in the first interaction. That means that service excellence will prevent your customers from leaving. That is why investing resources to instill a culture of service excellence in your customer service function is essential. Your customer service representatives, who are in direct contact with your customers, determine whether your customers trust you and how they perceive your business.

Success in this area promotes growth and margin expansion and can be a key component in overcoming competitive pressures and the push toward commoditization. Particularly as digital communication and digital touchpoints begin to replace an increasing number of interactions between brands and customers, businesses need to focus on providing that high-quality service at every opportunity. Since there are fewer opportunities for customers to interact with representatives of the brand, they will remember how they feel after each one even more clearly. Service excellence is an important area where many in the hospitality industry need to investigate and uncover new opportunities for adoption and development. These organizations may need to undertake a fresh study on the relevance of understanding customer service and how to achieve it within their organization.

Marketing Excellence: How It’s Measured, Who Values It

While earlier studies viewed these tradeoffs as insurmountable, more recent research has presented three organizational approaches to support ambidexterity (Benner and Tushman 2003; Raisch and Birkinshaw 2008). First, structural ambidexterity involves separating organizational units to allow units with different competencies to address inconsistent demands (Benner and Tushman 2003; Gibson and Birkinshaw 2004). Furthermore, we used a case-based approach to identify examples of organizations that were successful in achieving CESE to illustrate the propositions.

• Something as simple as treating them with kindness and respect or sending a follow-up email to enquire about their customer experience is enough to make them feel valued and keep coming back.
• This often leads to enhanced opportunities for organic growth of the business relationship and even new business partnerships with the client.
• This research addresses this gap and explores the options available to achieve CESE by integrating and synthesizing the marketing, management, and service OM literature on the interrelationships among these approaches.
• But as data sources have multiplied, marketing-function excellence has become a balance of art and science.
• In typical marketing departments, the value delivered to the target customers is measured crudely, if at all, using mostly financial measures.

As different streams of literature use various terminology, we clarify key terms in Table 1. The main literature used in our review and synthesis is summarized in Table 2, with the following section reviewing empirical studies on the impact of customer satisfaction and productivity on organizational performance. To help organizations interested in building their understanding of a service-oriented company culture and how to take steps to improve its implementation, we have compiled a list of four blog posts that walk you through the process.

Find quick solutions to customer issues

Another thing to keep in mind is that improving the sales of a product or service is not possible without continuously striving to redefine the standards of service excellence. 69% of customers stop doing business with a company due to one bad experience. People sign up for a product or service but stay for the customer experience. It’s no secret that how well you serve customers will define your company’s long term success. In fact, great customer service leads to better customer loyalty, higher revenue, and lower costs. But if you have to focus on the customer and become a service-oriented organization, it’s not merely enough to attain a passable grade.

When your employees see that your brand prioritizes customer service and all that goes with it, such as respect for others, kindness, and going the extra mile, they will feel more connected to the values and principles that your company is founded on. This pleasant and comfortable environment improves their overall satisfaction, boosts their morale, and reduces the chances that they will seek employment elsewhere. If your business doesn’t have one yet, you can take advantage of service excellence to help your http://viribright.ru/catalog/iek-predohraniteli/ brand stand out from the crowd. Service excellence will make your customers feel valued and bring in more customers. And because customers are more likely to talk about a bad experience than a good one, you should ensure your business offers excellent service to take charge of what they are saying about your brand. Monitoring value is that stage which really separates the marketing sheep from the wolves, because the differences lie not only in whether firms do it at all, but also in how firms monitor value.

What is “marketing excellence” anyway?

This article integrates relevant literature to develop a conceptual model on the potential avenues to achieve service excellence at low unit costs, which we term cost-effective service excellence (CESE). To gain a deeper understanding of these strategies, their applicability and interrelatedness, we analyze how 10 organizations have achieved CESE. First, a dual culture strategy provides a comprehensive set of high-quality services at low cost, largely driven by leadership ambidexterity and contextual ambidexterity. Second, an operations management approach reduces process variability and thereby allows the increased use of systems and technology to achieve CESE. Third, a focused service factory strategy can enable CESE through a highly specialized operation, typically delivering a single type of service to a highly focused customer segment.

Additionally, when customers have to choose between two companies with the same products, they are more likely to pick the business with better customer service. 78% of customers say they have decided not to make a purchase due to a poor customer experience. By offering a good customer experience through service excellence, your business will attract these customers coming from your competitors and retain yours, increasing your revenues. Narayana Health and Shouldice Hospital both focused on a single surgery each, cardiac surgeries for the former, and simple external hernias for the latter.