Question

Chapter 14 discusses the roles of personal selling and customer service within the Promotion element of the marketing mix. For this assignment, in 200+ words, explain the symbiotic (close) relationship between personal selling and customer service in delivering an optimized customer experience. Focus on how these functions have evolved in recent years to place more emphasis on long-term customer relationships as opposed to singular transactions.

Answer 1

ANS

Personal selling is a tool of marketing in which the company hires sales personnel and these sales personnel sell the goods and services by making one on one contact with the customer. This form of selling is mainly prevelant in small or medium scale business or the business which sells the product of high value or the products which are complex in nature. Customer service is very important for any organisation as it deals with complaints and grievances of the customers and suggests on how to solve them and the customer service ensures that the firm produces better service and also ensure customer satisfaction. The relation between personal selling and customer service is that a personal seller interacts with the customer on the direct one on one basis aand has the knowledge about the needs and demands of the customers and when the grievance occur then a personal seller has the benefit of solving that grievances effectively as they are in direct contact with the customer. The personal seller are involved in order getting and from there they establish the relationship with the customer and after that they acquire the knowledge about the requirements and demands of the customers by which they solve the complaints or help in solving them and helps the cusromer service to perform effectively.