Question

The student will develop, create and present a business proposal during the capstone course. Students may use a current business; a business the student wants to create or a fictitious business organization.

Create a customer service policy for your business of choice. Address potential consumers needs in the business environment. Include your business client structure, and motivational factors for retaining customers.

Answer 1

Developing a customer service plan is crucial for any company. Over the years, companies have faced tough competition with one another and the ones that have been able to retain customers in good numbers have at most times been those, which have been able to offer superior service to the clients. Our competition may be able to replicate the good we offer; however, it becomes difficult to sell the same experience.

For the purpose of this case study, we have chosen Apple Inc as the company of our choice and the business happens to be the best in terms of quality of products and services which it provides to its clients. There are numerous products ranging from phones to tablets and high-end laptop and desktop devices. It has its presence across the globe and has been able to become a 1 trillion-dollar company.

The following are the key elements of the case study and the answers to it are as follows: -

(1) Creating a customer service policy: -

1) Regional Customer Service Index: -

The first and foremost thing to do in customer service is to understand that a big company like Apple has different areas it caters to. For example, the customers in the United States would always have a different mindset than those in Asia where in countries such as India and China are just getting on board to accept the product.

Therefore, the first policy is to have region-based customer service. This would mean, that even though we ought to maintain consistency in the overall experience that a customer may get, yet the need for customer service in some areas may be diverse and more when compared to other areas.

Publishing the results of the customer service is another way in which we can help the employees in realizing the company’s vision and this can be done by establishing a regional customer service index which is a comparison of all regions the company operates in when it comes to customer service.

2) Inclusiveness and no room for any bias: -

As a large company, our focus should be solving the problems of each and every customer irrespective of his race, gender, ethnicity, sexual orientation etc. Being inclusive and leaving no scope for any bias is an extremely important element of customer service.

A happy customer can bring in 10 more customers which is how most companies function and create word of mouth. It is important for the company to leave no room for any bias and be as inclusive as possible when dealing with customers.

3) Connect with the Customer and Follow Up: -

As a policy it is important that we connect with our customer to the maximum. We should enable customers to be open and come forward when visiting our service. Being polite, warm and understanding are key elements of any customer service policy and the same should reflect in the company.

Further, follow up is another critical element which cannot and should not be missed by the company. It is important that we follow up with any complaints or suggestions which our customers have had. Feedback is important and critical ones must reach the management so that products can be as per customer expectations.

4) Up Selling and Providing Solutions & Answering Manual: -

Up selling an existing product to a potential customer is also an important element of customer service. In most cases people often come with problems we might have a solution to but do not provide the correct answers. Therefore, maintaining a list of repeat questions from the customers and providing consistent answers to similar queries by customers is important.

To maintain consistency in customer service, it is important that we have a manual in which answers to common questions have been clearly defined this will help our customers in receiving a similar answer at all times.

Addressing Potential Customer Needs: -

In the current business environment, customers expect damage protection against their devices so that they do not need to spend a lot of money if in case their products face any damage. Further, they expect the turnaround times for repair of the devices to be as low as technically possible. Further, if possible, a replacement device can be provided to the customer for the time that their device is currently being repaired for.

In this, it is important to note, that our company offers solutions such as Apple Care Plus which are premium services for clients who get their products insured in advance. This offers the company to ensure that customer service is provided and at the same time the company can generate sufficient revenue as well. Further, client’s expectation of a quick service is also helped by setting up local stores which provide quick turnaround times and replacement services wherever required.

Business Client Structure

Our clients come from a diverse structure. The company operates across the globe; however, it is important to note that the company charges a premium for the products it provides. There are other similar players such as Samsung, Xiaomi and others which provide similar products to the customers however, the customer base is very diverse.

Apple targets the richest people who consider superior quality over price of the product. Further our customer service is such, that customers easily are attracted towards our business.

Apple also targets developers of content with its premium products such as iMac and MacBook which address the rendering of high-quality audio and video respectively.

Motivational Factors for Retaining Customers: -

As described, the key motivating factors for Apple is that its products are of a very high quality. The customer easily wants to purchase the products which have highest possible innovation. Further the experience that an Apple store gives to the customer is unmatched in terms of the product offerings and customer service. The key motivating factor is the design, layout and functionality of all the devices which we offer for sale. They may not be the cheapest but certainly are good in quality.

Please feel free to ask your doubts in the comments section if any.