Company Organization and Customer Service Management

Posted on Sep 13, 2024 in Economy

1. Company Definition and Types

Company: A group of people, material, and financial assets organized to produce something or provide a service to gain a benefit.

1.1 Types of Companies

  • Manufacturers: Transform materials into products.
  • Distributors: Distribute goods.
  • Retailers: Sell goods to consumers.

1.2 Firm Organization

  • Formal: Established by company direction to prevent overlapping.
  • Informal: Arises from common interests of different groups.

1.2.1 Legal Structures

  • Sole Trader: Self-employed individual.
  • Partnership: Individuals working as equals.
  • Private Company: Shares cannot be bought publicly.
  • Public Company: Listed on a stock exchange.

1.3 Organization and Departmentalization

1.3.1 Department

A division responsible for a specific activity within the company.

1.3.2 Departmentalization

Arranges the company structure into departments and defines relationships between them.

1.3.3 Common Departments

  • Production: Manufacturing.
  • Finance and Accounting: Investment, funding, and payments.
  • Human Resources: Recruitment and training.
  • Administration: Documentation processes.
  • Legal: Legal advice.
  • Technology: Research and development.
  • Health: Safety.
  • Sales and Marketing: Market research and sales strategies.

The functional approach, separating departments by function, is most common.

2. Basic Organigrams

Organizations require authority, hierarchy, and division of labor for planning and control.

2.1 Organization Chart

A graphic representation of a company’s organizational structure.

2.1.1 Elements of an Organigram

  • Department names.
  • Workplaces.
  • Names and positions of workers and managers.
  • Hierarchical relationships.
  • Communication flows.

2.1.2 Types of Organization Charts

  • By Graphic Representation: Vertical, horizontal, circular.
  • By Lines of Authority: Hierarchical, functional, mixed.

3. Customer Service Department

Manages relationships with current and potential customers before, during, and after purchases to achieve customer satisfaction.

3.1 Objectives

  • Analyze customer behavior.
  • Maintain direct relationships to resolve questions, incidents, problems, or complaints.

3.2 Functions

  • Handling and resolving customer requests, suggestions, and complaints.
  • Obtaining and managing information: recording and classifying for reporting.
  • Resolving after-sales service incidents.
  • Answering product usage questions and informing clients about their rights.

3.3 After-Sales Service

The Customer Service Department acts as a bridge between the client and the after-sales technical service.

3.4 Customer Service Organization

The importance of the Customer Service Department varies depending on the company type (e.g., closer relationships in retail, less in wholesale).

In companies where customer service is secondary, it may be integrated with other departments like Marketing. When customer service is crucial, a separate Customer Service Department is established.

3.5 Interrelation with Other Departments

Fluid and efficient interdepartmental relationships are essential for optimal processes.

3.5.1 Factors Influencing Interdepartmental Relationships

  • Responsibility setting.
  • Level of interdependence.
  • Harmonization of objectives.

All departments should be involved in customer service, which can be challenging. Each customer interaction presents an opportunity to demonstrate company integrity and competitive differentiation.

3.6 Customer Service Personnel

Customer service personnel require strong communication and interpersonal skills.

3.6.1 Public Relations Profile

  • Responsible.
  • Flexible.
  • Proficient in languages.
  • Strong communication and social skills.
  • Methodical and organized.
  • Proficient in using communication technology tools.

3.6.2 Quality Customer Service Factors

  • Credibility.
  • Empathy and politeness.
  • Competence.
  • Responsiveness.
  • Security and confidence.
  • Reliability.
  • Effective communication.
  • Customer understanding.

4. Importance of Customer Service in Corporate Image

Corporate Image: The perception people have about a company, reflecting the company’s attitude and values.

4.1 Building Corporate Image

  • Attitude of company members.
  • Visual identity.
  • Differentiation from competitors.
  • Communication campaigns through public relations.

4.2 Factors Contributing to a Positive Corporate Image

  • Good customer service.
  • Adherence to protocol rules.
  • Positive business relationships.
  • Effective presentation of the company and its products.
  • Quality assurance.
  • Attention to design.

Companies must prioritize good customer service to build a positive corporate image and reputation.

5. Data-Processing Management of Customer Relations

Companies leverage new technologies to enhance customer relationship management, improve information access, save resources and time, and increase customer satisfaction.

5.1 Call Centers

Communication and relationship management tools using the phone to attract, retain, and serve customers.

5.1.1 Main Objectives of a Call Center

  • Saving: Business costs, calling and waiting time, personnel and training time.
  • Increasing: Service quality, customer satisfaction, competitive position, customer retention.

5.1.2 Evolution of Call Centers

Initially providing immediate phone-based customer service, primarily informative, call centers have evolved into contact centers.

5.1.3 Contact Centers

Integrate multiple interaction channels (phone, email, SMS, etc.) and utilize internet and e-commerce technologies, including virtual centers for face-to-face interactions.

These advancements contribute to companies’ Customer Relationship Management (CRM) systems.

5.2 CRM Systems

Specialized software that optimizes customer relationship management by maximizing customer data utilization and supporting sales representatives.

5.2.1 Goal of CRM

To have readily available information about any client at any time to meet their needs and conduct market research.

5.2.2 Advantages of CRM

  • Centralized and updated customer data.
  • Enhanced focus on market opportunities and potential customers.
  • Improved cross-selling through understanding customer behavior and preferences.

5.2.3 CRM in the Company

Improves customer information management and can be defined in two ways:

  • Customer-oriented business strategy.
  • Use of specific hardware and software to process and analyze customer information.

6. Entrepreneurial Process

Includes planning, start-up, growth, maturity, exit strategies, and risk management.

6.1 Key Roles

  • CEO (Chief Executive Officer): Runs the company.
  • CFO (Chief Financial Officer): Manages finances.

6.2 Key Stages

6.2.1 Planning

  • Identify a gap in the market.
  • Conduct market research and develop the product.
  • Determine pricing, distribution, and promotion strategies.
  • Raise capital.

6.2.2 Start-up

  • Rent premises, purchase equipment, and employ staff.
  • Begin operations.
  • Seek venture capital if needed.

6.2.3 Growth

  • Increase customer base and turnover.
  • Achieve profitability.
  • Expand operations and departmentalize functions.
  • Develop a supplier network.
  • Build brand awareness.
  • Raise additional capital through loans, shares, or private equity.