The Role of Customer Service in Small Business Strategic Planning

abstract

In a changing retail environment, where large discount networks are gaining market share, the survival of small businesses may depend on excellent customer service skills. However, the decision to provide exceptional services is a strategic management decision, it must be included in all aspects of the business.

A model was introduced that reflects customer expectations from the retail customer service system. Floating Area Service Expectations Small businesses should try to meet initial customer service requirements before installing a complex system. However, service components designed to meet customer expectations are more likely to become loyal customers.

Bad customer service history

The client is in the process of repairing his house և needs materials to finish the floor with parquet. She went to her local hardware store, hoping to find items, baby supplies and instructions on how to use them. He went to the store and saw a young woman sitting at the checkout. He was wearing blue jeans and a T-shirt. He read the book, never wanted to know the client.

Shoppers wandered around the store for about five minutes, looking at unmarked islands, but saw no dirty goods on the floor. Then he saw several men sitting at the table. Men wear blue jeans and various work shirts. They talk about the recent deer hunt. Customers go to this group of guys to make sure they work in a hardware store. The customer stood at the table for a few minutes while the story unfolded. Finally, annoyed that his story was interrupted, the man looked up and asked if anything could help. The client told him what he was looking for, and the clerk said yes, he showed the back corner? The story of deer hunting begins again.

Shoppers walk into the corner of the store, looking around until they finally find a stain on the floor. There are three different brands, different colors, և each product has a different quality, which distinguishes it from competing brands. After reading as much information on the label, the customer returns to the table for help. The story with the deer had to be interrupted again, և again the customer was worried about the employees. The customer states that they have found a product, describes the type of project they are working on, and asks which brand best suits their mission. Replied the clerk. - Oh, they are almost the same.

Lost customers after this bad customer service situation, bad word of mouth և, most importantly, sales losses are a small surprise in terms of revenue . In this case, the customer bought less than $ 10 for a floor painting project. But soon another project exceeded $ 2,000. All subsequent materials were purchased at another hardware store because the customer vowed never to return to the original store. He also warned her about doing business by sharing her story with friends. He then recommended a second building materials store and praised the courteous service at the store.

Such scenes can be seen every day in the country's very small retail outlets. Small retailers are always looking for ways to compete with retail giants. Excellent customer service is one way to compete with them. However, it is important to remember that not all retailers need to strive for excellent customer service. The decision to offer such services should be a systematic decision based on sound industry analysis. The aim of this dissertation is to study the role of strategic management և customer satisfaction in a small retail company. Integrating these two very important business concepts can be the key to the survival of a very small business.

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