Improving customer service: How employees and innovation hold the key

Abstract

Purpose

This paper aims to reviews the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Of all the training and development programs within a typical organization, those relating to customer service are undoubtedly among the most important. Fortunately, many companies appear to recognize this. An obvious case for high‐fives all round then. On second thoughts, maybe not. Because while evidence shows that most organizations take their customer service training seriously, doubt persists as to whether they are actually doing enough. As a result, any substantial long‐term impact is highly unlikely. So how can the situation be remedied? Simple. By ensuring that training addresses each aspect of customer contact. This involves developing company‐wide initiatives to ensure that all employees become customer‐oriented – not just those on the front‐line. Integrate customer service needs into every organizational activity and a strong customer focus will soon become the norm. Particular attention should be made to recruitment to ensure that those joining the company have the right attitude. Without it, even the best training will have minimal effect at best.

Originality/value

This paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Citation

(2009), "Improving customer service: How employees and innovation hold the key", Strategic Direction, Vol. 25 No. 1, pp. 5-9. https://doi.org/10.1108/02580540910921842