The center-piece of all marketing activities is the customer. In the words of Peter Drucker, as cited in (Cohen, 2012), marketing is not a function but the whole essence of a business seen from the customer’s eyes. Thus, the key to a company’s survival, profitability and growth in a highly competitive market place is its ability to identify and satisfy unfulfilled needs of consumers. Hence, a company’s most vital asset is its customers since customer creation is the main aspiration of every business. Without them, we would not and could not exist in business and that is why we say that marketing and innovation should be the only two most basic functions of an Enterprise.
When you satisfy your customers, they not only help you grow by continuing to do business with you but they will also recommend you to friends and associates. The practice of customer service should be as present on the showroom floor as it is in any other sales functions and pertinent in the overall company environment. This means that customers in any stage of their purchasing cycle and interacting with any department should receive excellent customer service. A bad experience in one department can bereft your company of customers.
Specifically speaking, it is true that a strong marketing strategy can attract customers’ attention towards a company’s product. It is equally true that the marketing department does aid a company to record a profitable growth by presenting the company’s product to the public/customers in a more fascinating way. This is why Business owners spend money to market and drive customers into their places of business, whether it be via print/non print method or electronic/non-electronic means. By this, a path is created and customers or clients walk in on that path, but the contentious question is; what happens after the customers are there? What services do they encounter?
However, good marketing tells our customers why they should choose us, customer service shows them why they should keep coming back. This heavily implies that customer service has a great role to play in a marketing campaign of any company. While this aspect of the roles of customer service in a marketing campaign would be exhaustively discussed in chapter four, the remaining part of this section would focus on the ten commandments of customer service.
TABLE OF CONTENTS
Dedication
Acknowledgement
CHAPTER ONE
1.1: THE PREAMBLE
1.2: The Ten (10) Commandments of Great Customer Service
CHAPTER TWO
2.1: LITERATURE REVIEW: DEFINITION OF TERMS
2.2: CUSTOMER AND CUSTOMER SERVICE DEFINITIONS
2.2.1: Who is a Customer?
2.2.2: What do we mean by the term ‘Customer Service?’
2.3: The Definition of Marketing
2.3.1: TYPES/FORMS OF MARKETING
2.4: MARKET- DEFINITIONS
2.4.1: Classification of Markets
CHAPTER THREE
3.1: THE ROLE OF CUSTOMER SERVICE IN A MARKETING CAMPAIGN
3.2: Customer Service and Marketing – As Two Sides of a Coin
CHAPTER FOUR
4.1: SUMMARY AND CONCLUSION
REFERENCES
- Citar trabajo
- Ugwuja Chinonso Oliver (Autor), 2018, The role of Costumer Service in a Marketing Campaign, Múnich, GRIN Verlag, https://www.grin.com/document/500616
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