Improving Customer Service: Strategies, Assessment, and KPIs

Running head: ASSIGNMENT ON CUSTOMER SERVICE
Assignment on customer service
Name of the student
Name of the University
Author note

1ASSIGNMENT ON CUSTOMER SERVICE
Task 1
Customer service is an important factor in developing a wide and loyal customer base. A
customer service plan deeply examines customers' perceptions and expectations of a company
and guides the company through the process of bringing its customer service activities in line
with customers' needs.
VTI KarMart’s (GM) vision statement and mission statement address the strategic
direction needs of the automotive business. However, there are opportunities to improve these
corporate statements. General Motors’ vision statement indicates what the business aims to
achieve in the future. The company’s corporate mission statement establishes the approaches
needed to push the organization toward its desired future position in the automotive industry. As
one of the largest firms in the global automobile market, VTI KarMarts’ corporate vision
statement and corporate mission statement must agree with each other. Such agreement
facilitates decision-making and problem-solving processes in the business. Also, adjustments in
the corporate mission and vision are needed to support General Motors’ flexibility in dealing
with changes in market conditions worldwide.
VTI KarMart’s Vision Statement
VTI KarMart’s corporate vision is “to become the world’s most valued automotive
company.” This vision statement points to the leadership of the business while considering the
conditions of the global market and the various factors at play. Thus, the following are the main
components of Vision statement:
• World (global market)

2ASSIGNMENT ON CUSTOMER SERVICE
• Most valued company
VTI KarMart’s Mission Statement
VTI KarMart’s corporate mission is “to earn customers for life by building brands that
inspire passion and loyalty through not only breakthrough technologies but also by serving and
improving the communities in which we live and work around the world.” This mission
statement shows a holistic approach to addressing external factors that influence the business.
Thus, the following are the components or features of their mission statement:
Earn customers for life
• Building brands that inspire passion and loyalty
• Breakthrough technologies
• Serving and improving communities in which we live and work around the world
Identifying of customer needs
Strategies for identifying customer needs are an integral element of a company’s
marketing program. Understanding customer needs helps refine product development projects,
marketing communication programs and distribution choices. Companies that launch products
without researching and taking account of customer needs run a high risk of failure.
Research

3ASSIGNMENT ON CUSTOMER SERVICE
Carrying out customer research as part of the marketing strategy provides a broad view of
customer needs. Review published market research on the sectors that target to identify trends or
changes in purchasing patterns. Visit customers’ websites to assess their product and market
strategies and identify opportunities to meet their current or future product needs.
Customer Feedback
A strategy that encourages customer feedback will provide with insight into customers’
attitudes towards the products and services, helping identify how well are meeting their needs.
Set up a forum or poll on the website or on a social media site where customers can post reviews
or leave comments. Encourage customers to join a user group or other community where they
can share their experience in using the products and make recommendations for changes or
improvements. Acknowledge the feedback from customers and respond to requests for
improvements.
Assessment of customer needs
In order to successfully serve customers, businesses must have an acute understanding of
customers’ needs. Using market research and conducting a Customer Needs Assessment shows
customers are willing to invest time and effort into really understanding their needs and can
ultimately secure a lifetime customer. As stated in a prior blog post, the real value of customer
satisfaction surveying may be the survey instrument itself – because it reaches out and asks “how
are we doing?”
A customer needs assessment uncovers the precise needs of customers, how these needs
are (or are not) currently being fulfilled, and what is required to improve satisfaction and loyalty.