Employees' Perception Towards Customer Services

Literature Review:

Customer satisfaction is one of the most important factors a company seeks for while expecting to earn a desirable market share in the industry. If the company is properly satisfying its customers, its success in the industry is somehow guaranteed and the employees also feel proud while working for such an organization. Although employees contribute a lot toward the satisfaction of a company, their own perception regarding the need for the organization to satisfy its customers, matters more than any other factor needed to be achieved for a company to make profits and satisfy its shareholders. So the main focus of this article is on the significance of a company's employees' perception towards customer satisfaction.

While taking all the information provided into consideration, we find that customer satisfaction depends mainly on the perception of the employees to achieve it. For example, if the employees of a company are not motivated to satisfy its customers' needs completely and perfect in all respects, it would not be possible for that company to survive in an ultra competitive and dynamic environment. We know very well that if the customers of a company demand some change in a product that company manufactures or the type of services they provide, this change needs certainly to be accounted for while manufacturing the same product next time and launching it into the market, or while providing same type of services the next time.

For this, we need the intent of our employees to work for that required change by the customers so that the company achieves its customers' satisfaction. If the employees are unwilling to adapt a change in technology or changing their behavior while providing services as required by the customers, the company will no longer exist on the stock exchange and all of a sudden, its market share will decrease. So, employees need to be willing to satisfy the customers of the organization they're working for.

Moreover, the organization's success depends on the quality of work its employees do. As the end product or the services that customers receive is provided by the employees of the organization, so their will to satisfy the customers counts lot more than the strategic apex and the middle line management of the company. The members of strategic apex are the ones forming the strategies for the company and the middle line management acts as a bridge between operating core and the strategic apex. The employees of any company fall into the operating core. So accordingly, middle line management implements the strategies formed by the strategic apex and the operating core has to work on it. The relation between customer satisfaction and the work done by operating core is direct. Higher the quality of work provided by the employees (existing in operating core), higher will be the customer satisfaction of any company and vice versa. So the significance of employees' perception towards customer services and service delivery satisfaction affects the company in all possible ways.

Employees' perception affects the overall sales and revenue of the company too. Since the customers not satisfied from the services of a company tend to replace the company by some other provider of same services, the customer switch over cost is low and so the threat to the company from rival firms increases immediately. This threat can only be reduced by the company if the employees are willing to retain their customers through quality services they are required to provide. The only source they have is their services and the will to satisfy their customers.

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