Integrated Customer Service Management: A Literature Review

Running head: MARKETIG MIX
Marketing Mix
Name of the Student
Name of the University
Author note

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Table of Contents
Part A: Project plan..........................................................................................................................2
Part B: Literature Review................................................................................................................2
Conclusion.......................................................................................................................................8
Reference.......................................................................................................................................10

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Part A: Project plan
The current project aims to discuss about the existing concept related to integrated
customer service. For this purpose it is important to review the literature based on customer
relationships and marketing strategies. Proper peer reviewed journals will be chosen for given
literature that will help in the purpose of critical evaluation of existing theories related to the
customer service management.
Proper marketing research database will be used that will help in the search of relevant
research article. Proper keywords will be used in order to narrow down the search option related
to integrate Customer Service Management.
In the modern day business environment it is important to implement innovative business
communication strategies that can help to improve upon integration of customer service with
business operations. As the customer service is integrated with major business strategy it is
possible to provide better quality of customer experience for enhancing the level of customer
satisfaction (Homburg et al. 2017). The theories of customer service management is essential
part of integrated customer service, which is needed in the context of identifying the existing
literature gap. The idea of integrated customer service is relevant to gaining effective competitive
advantage in the context of current Global Business Environment. It is essential for the market
research just focus upon implementing innovative marketing ideas that can help to improve the
quality of customer service. The IBIS world report will be used as a major source of data
collection for the current literature that are related to the implementing essential integrated
customer service strategy.
Part B: Literature Review

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Bilgihan (2016), has mentioned about the importance of integrated customer service,
which is considered to be an essential part of aggressive competitive strategies implemented by
all major multinational corporations in modern Global Business Environment. As the customer
Service Department is integrated with core business operational function it is possible to for the
company manager to identify all type of changes in the customer demand level. Kandampully et
al. (2017), have highlight in about the importance of customer satisfaction that is an essential
parameter in evaluating the business performance and effectiveness of respective business
strategy. In the given context, it can be said that the levels of competitive advantage depends on
the level of customer satisfaction that is achieved by the company as a part of their business
performance.
The frequent change in the levels of customer demand provides both challenges and
business opportunity. Nevertheless, it is important to make most use of the existing business
opportunity in the form of better customer service quality. Khodadadi et al. (2016), have
highlighted about the importance of essential marketing research that is needed to make use of
the existing business opportunity. The market research will involve data collection from surveys
of the customer. This will help to check the changes that occur in the external business
environment. With growing number of business brands, the customers have the freedom to
switch over their choice of product or brand that is considered to be a major challenge for
customer retention. Hence, regular feedbacks from the customers is considered to be an essential
part of integrated customer service. This can help the companies to have the ability to change
they are business and marketing strategy with the aim of retaining customers (Ibisworld.com.
2018). The success rate in the modern Global Business Environment is highly dependent upon
the ability of an organisation to protect all type of future changes. The ability to integrate