Customer service key for market competitiveness

Due to the high amount of choice customers now, delivering an ordinary customer experience is not enough to ensure customer loyalty. Companies that provide exceptional service have a strong competitive advantage. Customers are prepared to pay higher prices, make additional purchases, are more loyal and recommend the business to others.

In Korea, expectations are particularly high as customers are exposed to good service in different fields. Landing in Incheon airport, for instance, has always been a delightful experience for me: Welcome message in your own language as soon as you get off the plane, speedy customs clearance and luggage delivery, easy access to transportation. When my luggage was damaged by the carrier, I was impressed that a replacement was delivered to me at home on the following day. It was a Sunday!

I also have a good experience whenever I visit my bank: Queuing system, name tag of customer officer displayed on desk, TV to entertain waiting customers ― one can easily understand that the management studied in detail all the touch points with customers.

Customer service is vital for purely service business such as transport, hotels or hospital.

In the past, if a customer was unhappy with the service they received, the message would be spread by word-of-mouth, but today people go straight to social networking sites to voice their concern, which means more people will find out about the dissatisfaction.

I’ve always been passionate about this subject and wanted to understand how excellent customer experiences are designed. I was lucky to be transferred three years ago to Renault Samsung Motors, one of the leading companies in terms of customer service.

I learned from my experience at RSM that there is no room for chance in delivering good quality. It is all about strong management, an engaged and focused workforce, careful listening to customers voices and quick action.

When as a customer, I bring my own car for servicing to one of our RSM powerstations in Korea, I feel proud of the job done by my colleagues. It’s a pleasure to have friendly and competent front-men, prompt service, comfortable customer lounges reminding me of the ones of Incheon airport with Internet connection, newspapers, a much more refined customer experience than I was used to in many other countries.

I strongly believe that customer service is the best way to ensure customer loyalty and to attract new prospects. No amount of advertising can compete with recommendations from friends and family.

By Abdelhak Elkhair

The author is operation chief of after-sales engineering at Renault Samsung. The opinions reflected in the article are his own. ― Ed.