You have just been given the opportunity at OTTC to build a new website for the

Question

You have just been given the opportunity at OTTC to build a new website for the company to improve customer contact and service. Based on the services and products they offer think about how you will address customer service and how you will create customer loyalty.

Respond to the following checklist items based on this scenario regarding the new website to be made:

Assignment Checklist:

• Define customer satisfaction and customer loyalty regarding the website.

• Discuss the differences between customer service and customer loyalty.

• Describe extraordinary approaches to customer service.

• Describe how customer loyalty is earned.

Assignment Directions:

Submit your answers to the questions in a double-spaced paper, no more than three pages long, to the Dropbox

Explanation / Answer

Customer service leads to customer satisfaction that builds customer loyalty over a period of time.

Retailing experience for the customer is the last point of contact in the shopping experience that goes into building customer loyalty. Customer satisfaction is derived from the product/service attributes and the peripheral support provided in experiencing the product / service attributes through the shopping experience of the customer. It is extremely important to be aware and have active programs and systems in place to address this for retaining existing customers more so as the cost of adding new customers is many times more than retention of the existing market.

In today's world and age the internet is all pervasive and therefore the web has to be used to address and reinforce the above. The business entity has to use the web to communicate through their portal with their customers about their products and services and what efforts are being put in to make these better. The customer profile would be indicative of where customers congregate on the web and such are the areas wherein the communication should permeate into.

Adding a personal touch helps in building a relational angle and thus a customer is just not seen as a number but an identity. Occasions such as anniversaries, birthdays are conducive in nurturing such a relationship. Such occasions provide a platform to educate the customers about the products and services in the industry and thus empower them to be better decision makers.

In the website having a FAQ is recommended as it enhances customer service perceptibly and the company is well able to address queries of repetitive nature. Also therein an interface maybe built in to address grievances that the FAQ may not be able to handle sufficiently - by way of a call centre for instance if the volumes are supportive of an investment of that nature. Having specific customer loyalty programs also help in retention of existing customer base and over time facilitates in reinforcing customer loyalty.

At the end of the day whether the entity is able to address customer service that leads to customer satisfaction (which over a period of time develops into customer loyalty) is better understood if periodic surveys through the portal (apart from other modes) are carried out. Timely feedback, taking corrective action and aligning with the environment are the benefits that assist in keeping the business entity healthy over time.

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