Delta’s Case Study Bases On Customer Service Theor

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Delta’s Case Study Bases on Customer Service Theory Introduction For many corporations, gaining profits should be their primary assignment; otherwise a firm may face the possibility of budget deficit or closing down. Under this circumstance, customer service program becomes an unpopular, expensive and even dispensable item for an increasing number of firms. However, what firms cannot ignore is that they are doing business with customer. Ignoring customer service once might not lose much, but ignoring it repeatedly could bring a huge disaster to any business. In this connection, the situation of Delta indicates the lack of attention to customer service could finally hinder the running of a business. It has been taking some actions to improve the customer service. This report will analyze the customer service practice made by Delta bases on the coherent theory. Literature Review: Customer Service Theory The definition of customer service differs from individual and one accurate explanation is made by Peel. According to his theory, customer service could be generalized to customer care, since it is much more complex and relates to almost any side of a corporation’s daily running (Peel, 2007). In different perspectives, it could be a tool that attracting customers as well as remaining them (Macaulay and Cook, 1994) or a way which could help business to value its customer centering level (Macaulay and Clark, 1998). The methods for building or regaining a good customer service could be divided into two segments. One is about the inner structure of company’s customer service program. A good customer service program should contain a clear service steps list, which runs through the whole transaction process. For instance, a typical customer service step may include demand research, pre-sale guide, selling process, complaints dealing and after-sales service
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