Importance
of customer service in marketing 5.0
Erika Katiusca Leon Cabeza[*]
Abstract
This study examines the relevance
of customer service in the formulation of effective marketing strategies in the
current context. As society advances, marketing has evolved, allowing a more
agile and direct access to the information necessary for the acquisition of
products and services. This research is based on a documentary analysis that
includes articles, bibliography and other documents, with the purpose of
providing a solid conceptual framework on customer care and its practical
implementation. The findings underline that continuous, fast and efficient
customer service not only improves the customer experience, but also fosters
customer loyalty and contributes to the acquisition of new customers. In
conclusion, strengthening customer service is positioned as a fundamental
pillar in the success of contemporary marketing strategies.
Keywords: Educational technology,
computer-assisted instruction, academic achievement, active learning,
educational informatics.
Importancia
del servicio al cliente en el marketing 5.0
Resumen
Este estudio examina la relevancia del servicio al cliente en la
formulación de estrategias de marketing eficaces en el contexto actual. A
medida que la sociedad avanza, el marketing ha evolucionado, permitiendo un
acceso más ágil y directo a la información necesaria para la adquisición de
productos y servicios. Esta investigación se basa en un análisis documental que
incluye artículos, bibliografía y otros documentos, con el propósito de
proporcionar un marco conceptual sólido sobre la atención al cliente y su
aplicación práctica. Los resultados subrayan que una atención al cliente
continua, rápida y eficaz no sólo mejora la experiencia del cliente, sino que
también fomenta su fidelidad y contribuye a la adquisición de nuevos clientes.
En conclusión, el fortalecimiento de la atención al cliente se posiciona como
un pilar fundamental en el éxito de las estrategias de marketing
contemporáneas.
Palabras clave: planificación, marketing, cliente, servicio al
cliente, fidelización de clientes
Received : 12-08-2024
Approved: 13-11-2024
INTRODUCTION
Customer service is an essential component that encompasses the creation
of a positive customer experience before, during and after the purchase to
ensure customer satisfaction. High-quality customer service creates the
consumer's perception that they are valued and listened to during every
interaction with the brand. Having a trained customer service team is as
crucial as offering the right product. Although this component may involve
additional costs, it is more appropriately considered a strategic investment.
Exceptional customer service can translate into increased revenue, strengthened
loyalty and an ability to attract new customers, especially through digital
channels. It also fosters a solid reputation, supported by the oldest and most
effective method of advertising: word of mouth.
In today's context, customer service has had to evolve to align with the
growing expectations of consumers, who, along with technological advancement,
demand more authentic and lasting interactions. It is critical to establish an
emotional connection with the customer, ensuring that the brand team is
genuinely committed to understanding and addressing their needs, even without
the expectation of an immediate purchase. When every member of the customer
service team achieves this, a significant return on investment (ROI) in this
area is potentialized.
To optimize customer service performance, it is advisable to divide this
department into three key areas, each staffed with trained personnel to handle
their respective functions, establishing response times and guidelines for
problem resolution.
The suggested areas are:
Customer service: Consists of offering
personalized service to the consumer during and after the purchase, including
follow-up and resolution of inconveniences.
Customer service: Refers to the
support provided to the customer during their visit to the company or when
interacting with the brand, in order to ensure a satisfactory experience.
Customer support: This sector is
responsible for resolving technical problems or exchanging defective products;
when an immediate solution cannot be found, the case is referred to customer
support to explore alternatives.
In summary, it is essential to invest in the training and structuring of
a customer service department to ensure that the brand reaps multiple long-term
benefits, such as improving corporate image, strengthening corporate culture,
significantly increasing consumer loyalty, generating additional revenue and differentiating
itself in the marketplace from the competition.
MATERIALS
AND METHODS
Consequently, the above mentioned in
the introduction of this article, was achieved by carrying out a bibliographic-documentary research, through
the technique of analysis and interpretation of texts, from a qualitative
approach, using bibliographic records.
Today, the development of an effective marketing plan
for a brand, whether in a face-to-face or online environment, must include, as
one of its most critical components, customer service. This dimension not only
focuses on resolving concerns, but also seeks to create a unique sensory
experience that promotes brand loyalty. To achieve this objective, it is
essential to establish a roadmap that breaks down weekly goals, allowing to
identify and correct service failures in a timely manner.
Among the essential elements that will contribute to
the creation of optimal customer service is the proper selection of personnel.
It is crucial that the team is composed of individuals who are not only
competent, but also share the brand's values and philosophy. Ongoing training
is equally vital, and the results obtained must be monitored. As Michelli
Another relevant aspect is the development of an
attractive website in the digital context. The brand's website plays a crucial
role in customer service, since users tend to abandon a page in less than a
minute if it is not visually attractive or easy to use; therefore, it is
essential to create a user-friendly interface that not only captures the
customer's attention, but also facilitates their navigation and search for
relevant information.
In addition to the above, the accessibility of
customer service channels is imperative to ensure that all customers can
communicate effectively. The channels must be accessible through various
platforms, whether by chat, phone call, email or any other means that the
company decides to implement. This accessibility is key to being able to serve
customers when they need it.
In today's reality, service personalization is a
powerful strategy that not only enhances the customer experience, but also
fosters loyalty. Interacting in a personalized way at each stage of the buying
cycle helps customers feel that their needs are being specifically addressed. A
personalized approach allows the company to differentiate itself from the
competition and enhance word-of-mouth marketing, which is an invaluable
resource in the digital age; this, coupled with an understanding of the
customer's needs, allows it to provide truly effective customer service.
Understanding customer motivations is essential.
Knowing why a customer is looking for a product, making a complaint or
requesting assistance can guide the interaction more efficiently. It is
essential to "scan" the customer's needs, as this will allow you to
provide a service tailored to their expectations, thus generating a stronger
connection between the brand and the consumer.
RESULTS
According to Couso
Illustration 1 . Adequate communication
Loyalty in these times is a very important issue
because the competition and similarity of products, leads us to have to draw a
difference in our marketing strategy; taking into account that the consumer
market today is more demanding and have the facility to demonstrate their
satisfaction or discomfort in social networks, thus causing success in the
campaign or brand crisis in less time than we think. So
this leads us to have well controlled: the service, the product, the
relationships and the added value that we manage with excellent communication
between the customer and customer service.
It is important to consider that the modality of
the service may influence the aspects to be taken into account. Thus, in face-to-face
customer service, factors such as appearance, non-verbal communication and
efficiency are paramount. On the other hand, in online customer service, the
tone of voice, pronunciation and the capacity for immediate response are
decisive in providing a satisfactory experience.
Finally, the key to
success in any marketing strategy is being able to discover the customer's
needs and wants. Active listening, which consists of capturing what they like
and hate, as well as their expectations of how they want to be treated, is
critical. By answering questions such as What do your
customers like? What do they hate? How do they like to be treated? What do they
want to hear? Because the
consumer is the important key to the success of the company or brand, the brand
can adjust its tactics and ensure that the consumer feels valued and
understood. Customer service is a fundamental aspect of the marketing plan that
not only impacts brand perception, but also influences its long-term success.
By strategically implementing these approaches, companies can create memorable
experiences that not only satisfy customers, but also foster customer loyalty
and promote business growth.
CONCLUSIONS
In conclusion, customer service has become an
essential element in the framework of Marketing 5.0, where the customer
experience becomes the central axis of commercial strategies. This article has
shown that customer service is not limited only to problem solving, but should
aim to offer a multi-sensory experience that engenders brand loyalty. In this
sense, establishing a roadmap with periodic goals is crucial to quickly
identify and correct service failures, thus ensuring continuous improvement.
It is concluded that the process begins with the
selection and adequate training of personnel, whose attitude and knowledge are
decisive for the success of customer service. The development of an attractive
and functional website acts as a vital channel for customer interaction, where
the first impression can make the difference between abandonment or conversion.
Accessibility to multiple customer service channels is indispensable in an
increasingly digital world, allowing consumers to choose the medium that best
suits their needs at any given moment.
On the other hand, service personalization is a key
strategy, as today's customers value being served in a unique and specific way.
This approach not only enhances the experience, but also translates into
increased word-of-mouth marketing, amplifying the brand's reach. Understanding
the underlying needs of customers and maintaining effective communication are
pillars for building a strong and lasting relationship with the consumer.
It can be inferred that active listening, understood
as the ability to capture and analyze customer preferences and expectations,
proves to be a fundamental tool for adapting tactics and the sense of
appreciation offered to each individual. In conclusion, integrating this broad
spectrum of elements into a marketing plan is not only vital for customer
satisfaction, but also for business growth and sustainability in today's
competitive environment. Customer service, therefore, should not be
underestimated; it is a strategic component that can be a key differentiator in
the quest for business excellence.
REFERENCES
Couso, R. P. (2007). Customer
service: Guía práctica de técnicas y estrategia. Spain: Ideaspropias Editorial.
Couso,
R. P. (2015). Customer service: A practical guide to techniques and
strategies. Ideas propias editorial.
Kinni, T. (2016). Disney Y El
Arte del Servicio Al Cliente. Panorama
Editorial. (n.d.). Retrieved from https://mailchimp.com/es
Michelli,
J. A. (2007). The Starbucks experience. Norma SA
Editorial.
Michelli, J. A. (2010). The Starbucks experience: 5 principles to turn the
ordinary into extraordinary.
Colombia: Norma.
Watkinson,
M. (2012). The ten principles behind great customer experiences. FT
Publishing International.