Understanding Company Organization and Customer Service
1. Introduction to Companies
1.1 Types of Companies
Manufacturers: Transform materials into products.
Distributors: Distribute goods.
Retailers: Sell goods directly to consumers.
1.2 Firm Organization
Formal: Established by the company’s direction to prevent overlapping.
Informal: Arises from the common interests of different groups.
Legal Structures
- Sole Trader
- Partnership
- Private Company
- Public Company
Entrepreneur
Involves planning, start-up, growth, maturity, exit strategies, and risk management.
1.3 Organization and Departmentalization
Department: A division responsible for a specific activity within the company.
Departmentalization: Organizing the company’s structure into different departments and defining their relationships.
Examples of departments include Production, Finance and Accounting, Human Resources, Administration, Legal, Technology, and Health.
2. Basic Organigrams
Organizations require authority, hierarchy, and principles of labor division and specialization.
An organization chart visually represents a company’s structure, showing department names, workplaces, employee names and positions, hierarchical relationships, and communication flows.
Types of Organization Charts
Based on Graphic Representation
- Vertical
- Horizontal
- Circular
Based on Lines of Authority
- Hierarchical
- Functional
- Mixed
3. Customer Service Department
This department manages relationships with current and potential customers before and after purchases to achieve high satisfaction levels.
3.1 Objectives
- Analyze customer behavior.
- Maintain direct relationships to address questions, incidents, problems, and complaints.
3.2 Functions
- Handling customer requests, suggestions, and complaints.
- Gathering and managing information.
- Resolving after-sales service incidents.
- Answering product-related questions and informing clients about their rights.
After-Sales Service
The Customer Service Department acts as a bridge between the client and the after-sales technical service.
3.3 Customer Service Organization
The importance of the Customer Service Department varies depending on the company type. In some cases, it may be integrated into the Marketing Department.
3.4 Interrelation with Other Departments
Smooth and efficient interdepartmental relationships are crucial for effective processes. Key factors include responsibility setting, interdependence levels, and objective harmonization.
3.5 Customer Service Personnel
Customer service personnel require strong communication and interpersonal skills. Essential qualities include responsibility, flexibility, language proficiency, communication skills, methodical organization, and proficiency with technology tools.
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 is the perception people have of a company, reflecting its attitude and values. It’s a key differentiator from competitors and is shaped by communication campaigns.
Aspects of a Good Corporate Image
- Good customer service
- Adherence to protocol rules
- Positive business relationships
- Effective company and product presentation
- Quality assurance
- Attention to design
5. Data-Processing Management of Customer Relations
Companies leverage new technologies to enhance customer relationships, improve information access, save resources and time, and increase customer satisfaction.
5.1 Call Centers
Call centers utilize phone communication to attract and retain customers, address their needs, and provide specialized services.
Main Objectives
- Cost savings (business, calling, waiting, personnel, training)
- Increased service quality, customer satisfaction, competitive position, and customer retention
Evolution
Initially providing immediate phone-based customer service, call centers have evolved into contact centers that integrate various communication channels.
5.2 CRM Systems
CRM software manages customer relationships, optimizes customer data utilization, and empowers sales representatives. It combines traditional business methods with information technology.
Goal
The primary goal is to provide readily available customer information to meet their needs and conduct market research.
Advantages
- Centralized and updated customer data
- Focus on market opportunities and potential customers
- Cross-selling opportunities based on customer behavior and preferences
CRM in the Company
CRM improves customer information management and can be defined as a customer-oriented business strategy or the combined use of hardware and software for analyzing customer information.