The service encounter customer relationship management

Essay This essay has been submitted by a student. This is not an example of the work written by our professional essay writers. The company offers numerous products for its global customers, categorized as applications, engineered systems, database, enterprise management, Java, business analytics, enterprise communications, and so forth. Each category has products.

The service encounter customer relationship management

Services Marketing - Moment of Truth Services Marketing - Moment of Truth Every business knows that in order to thrive it needs to differentiate itself in the mind of the consumer.

Price has proved inadequate since there is a limit to how much a firm can cut back on its margins. Product differentiation is also no longer enough to attract or retain customers since technological advances have resulted in products becoming almost identical with very few tangible differences from others in the same category.

Such an interaction could occur through the product of the firm, its service offering or both. Various instances could constitute a moment of truth - such as greeting the customer, handling customer queries or complaints, promoting special offers or giving discounts and the closing of the interaction.

This is more so in the case of service providers since they are selling intangibles by creating customer expectations.

Customer Relationship Management as Exemplified by Oracle Corporation |

Services are often differentiated in the minds of the customer by promises of what is to come. Managing these expectations constitutes a critical component of creating favorable moments of truth which in turn are critical for business success.

These are instances where the customer has been served in a manner that exceeds his expectations.


An airline passenger being upgraded to from an economy to a business class ticket or the th or th customer of a new department store being given a special discount on his purchase. Such gestures can go a long way in creating a regular and loyal customer base. However, a moment of magic need not necessarily involve such grand gestures.

Even the efficient and timely service consistently provided by the coffee shop assistant can create a moment of magic for the customers.

The service encounter customer relationship management

These are instances where the customer interaction has a negative outcome. A delayed flight, rude and inattentive shop assistants or poor quality of food served at a restaurant all qualify as moments of misery for the customers.

Call Centre and Customer Relationship Management - Fibre2Fashion Subjects Description Customer satisfaction and loyalty in the tourism sector is highly dependent upon the behaviours of front-line service providers. Yet surprisingly there are few or any books which focus on the detailed specifics of the social exchange and interaction between the service provider and customer.

Though lapses in service cannot be totally avoided, how such a lapse is handled can go a long way in converting a moment of misery in to a moment of magic and creating a lasting impact on the customer.

For more information go to http:A Relationship Between Stress Management And Service Industry Management Essay. According to Levi, () "Stress is cause by a multitude of demand such an inadequate fit between what we need and what we capable of, and what our environment offers and what it demands of us.".

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As more businesses shift towards a service-centric and subscription-based economy, customer relationship will definitely become more important. Companies are realizing that it is the repeated purchase from loyal customers rather than the initial point of sales that is generating the most revenues.

Definition of Customer Service: The provision of service to customers before, during, and after a purchase or service. Learn more in: Social Customer Relationship Management 2. Exploratory Conceptual Research into the Role of the Service Encounter 8. All interactions between a customer and a product provider at the time of sale, and.

The internal service encounter.

An Encounter Approach, 1st Edition

Meanwhile, Customer Relationship Management (CRM) systems are also currently available on the market. These could benefit the organization, as often such systems provide solutions to assist with the measurement of service quality and customer profitability.

Customer Relationship Management is a concept that has been around for over a decade. And the irony is it all boils down to common sense. It is all about building, nurturing and harnessing relationships.

Customer Relationship Management – WATC Consulting AG