Importance of Personalized Customer Services: Research Report

This research report examines the significance of personalized customer services in enhancing business performance, with a particular focus on the CRM provider Nutshell. The introduction provides an overview of the research, highlighting the background, significance, aim, objectives, and research questions. The report delves into the concept of personalized customer services, exploring how businesses, including Nutshell, utilize CRM to improve customer relationships and drive growth. A comprehensive literature review analyzes the benefits of personalized services, including increased revenue, customer loyalty, and small business growth. The report also addresses the hidden costs associated with personalized customer services, such as equipment, training, and maintenance. The research methodology employs a qualitative approach and a descriptive research design to provide a detailed analysis of the topic. The report provides insights into how businesses can leverage personalized customer services for improved performance and customer satisfaction.

Research Report

Table of Contents
TITLE..............................................................................................................................................1
Introduction .....................................................................................................................................1
Overview of the Research .....................................................................................................1
Background of the Research ..................................................................................................1
Significance of the Research .................................................................................................2
Research Aim ........................................................................................................................2
Research Objectives ..............................................................................................................2
Research Questions ...............................................................................................................2
Literature Review ...........................................................................................................................4
Research Methodology ...................................................................................................................7
REFERENCES ...............................................................................................................................8

TITLE
Importance of personalised customer services in the increasing performance of business.
Introduction
Overview of the Research
Personalized customer services refers as the way of treating people in the manner of
providing individual services. It is a commonly used method of providing customer services in
respect to enhancing the operations of the an organisation in effective manner. personalized
customers services plays vast role in developing the operations of the firm through retaining
buyers for long run of business operations (Van Der Riet, 2011). Nutshell is a web and mobile
customer relationship management services provider. The company is widely concern on
providing satisfaction to their customers through offering the personalised services in respect to
retaining them for long run of business operations.
Background of the Research
Personalised customers services is a crucial concept which plays effective role in
developing loyalty of customers towards the firm or its offered goods and services. Customers
are the key sources of the firm as it is the major obligation of an organisation to provide effective
services in respect to sustain them for long term benefits. Now a day's, customer service is
carried out over multiple sources and platforms, and is more essential to customers’ perception
of an organisations brand than ever. Personalized customer service can make an organisational
business stand out. Nutshell is a composed of a web application and a mobile application that
offers its services in iOS and Android platforms (Wang and Groth, 2014). The headquarter of the
firm is in downtown Ann Arbor, Michigan. The company was founded in the year of 2009 by the
potential efforts of Guy Suter, Andy Fowler, Lindsay Snider and Lan Berry. The company was
launched its integration with google apps. Nutshell integrates its business operations with other
SaaS services for other businesses involving G Suits, Office 365, Zendesk, MailChimp and
Wufoo. The firm offers its services to other small as well large business enterprises in respect to
providing personalised services to their buyers in easy manner.
1

Significance of the Research
The considered research is based on the importance of personalised customer services
and its influence on increasing performance of an organisation. Now a day's competition is so
high at market place and organisations are widely concern on enhancing its performance and
revenue through providing effective customers services. the major purpose of conducting the
research is to enhancing the knowledge and skills base of learner in the area of given area of
study. This also helps an individual in attempting their future projects in effective manner that
are related with the similar area of study (Zhang and et. al., 2013). The specified area of study
helps an individual in attaining appropriate knowledge about the personalized customers services
which assist them towards their career goals.
Research Aim
This is the most effective part of exploration work as the each and every activity of the
research is based on the predetermined aim of the research. the essential aim of this particular
research is "To analyse the importance of personalised customer services and its influence on
increasing performance of an organisation". A study on Nutshell.
Research Objectives
Research objective is a concise, clear, declarative argument which represents the form of
statement. This sections helps the investigator in providing a direction to investigate the research
variables. Some appropriate objectives of this particular research are described as below:
 To understand the concept of personalised customer services.
 To determine the measures through which an organisation provide effective personalized
customer services.
 To access the ways by which other organisations get benefits from the services of
Nutshell.
 To identify the hidden cost that occurs in personalized customer services.
Research Questions
Research questions are considered as an organized and more specific inquisitive
statement of a research issue that can be transformed into research project (Looney and et. al.,
2011). This section of the research is interlinked with the aims and objectives of the research and
2

plays effective role in conducting the section of Literature review in appropriate manner. Some
essential research questions are determined as under:
 What is the concept of personalised customer services.
 How do other businesses provide personalized customer services?
 How have other businesses profited from personalized customer services?
 Are there hidden costs?
3

Literature Review
This is basically defines as the process of gathering data and information from different
sources that helps an investigator in moving forward towards right direction. In this section a
detailed analysis about the research issue is discussed with the opinion of various authors and
writers who are having appropriate knowledge and skills about the specified area of study. In this
part secondary tool to data collection is effective and in this major source of data collection are
books, journals, articles and past research evaluation.
The concept of personalised customer services.
Personalized customer services is an essential aspect that plays effective role in
developing the performance of the firm at global level. Personalized customer services shows the
concern on an organisation towards its customers (Kaufman and et. al., 2012). As per the views
expressed by Colin Shaw, 2011, personalization is more than paying attention and best possible
services to their customers in respect to satisfying their needs and wants at market place.
Personalized customer service is refers as the facilities that the company handles every situation
related to the customer relationship as effective as possible and treats the buyers as a individual.
Now a day's personalized customer service is the key consideration of an organisation that helps
in enhancing a good relationship with customers in respect to attaining higher growth and
success at market place. Personalization is defines as meeting through which an organisation is
able to identify the needs and wants of people in more effective and efficient manner and making
appropriate interaction with buyers, consequently increasing customers satisfaction in respect to
developing the likelihood of customers for repeat visit. Customer satisfaction is the major
consideration of an organisation and high satisfaction can be attained through providing effective
personalized customers services to their potential customers in the manner of developing the
long term operations of the firm within the commercial centre.
Other businesses provide personalized customer services.
In this modern business era competition is so high at market place and the major concern
of each small as well as large organisation is to enhancing their performance and profitability
through developing their business operations at large scale (Baumann, Elliott and Burton, 2012).
In this Digitalised world, the life of an individual is based on digital tools and technologies like
mobile phone, computer system, social media sites, purchasing apps, internet tools etc. as these
are effective in making humans life more easy and reliable. Thus organisation are also using
4

modernised techniques like mobile applications, web services etc. to gaining the attention of
people towards their products and services at market place. As per the views expressed by
Ahmad Aggour, 2018, Nutshell is customers relationship management services provider, which
provides its facilities to other business in the form of web or mobile application, which helps an
organisation in building effective relationship with customers at global level (Tseng and Piller,
2011). With the recent development in technologies, however, each small and large business
enterprises are able to afford the opportunities which is provided by CRM. In the competitive
world. many CRM's within the commercial centre remain expensive, complicated to apply and
packed with unnecessary aspects which most organisations have no any kind of need. Nutshell
offers its facilities with the help of web or mobile applications, so they created a unique and
simple CRM, which is powerful and very simple to use, with a elegant and intuitive design. With
the help of CRM Nutshell provides services to the other business organisations.
It is easy to adopt: Nutshell provide web application facility to other business in respect to
increasing organisational offerings. It is easy for customers as well as organisations to use
mobile applications for satisfying their needs and wants.
It increases the effectiveness of salespeople: A web application make organisational sales more
easy and reliable, organisations can enhance their offerings and capture wide area of market
through building good relationship with customers at global level.
Become a customer oriented business: In this modern world, people are very much based on
digital technologies and even use the as per their needs and wants. With the help of Nutshell,
other small, online and large business organisations are able to strength their business operations.
Organisations are providing their business facilities with the help of web or mobile application,
thus this also create value in enhancing the sales and revenue of the firm by implementing good
relations with customers.
Other businesses profited from personalized customer services.
As per the opinion of Ben Goldstein, 2018, personalised customers services are beneficial
for firm as well as its customers in respect to increasing their sales and revenue at market place.
Nutshell provide unique and upgraded facility to the other business organisations which are
operating in small as well as large business concern. personalised customer services has various
benefits in which some are evaluated as below:
5

Increase revenue and loyalty: Now a day's organisations are widely concern on using mobile
applications or web application facilities in respect to providing effective services to their
potential customers (Gallouj, Rubalcaba and Windrum, 2013). Operations through online
applications helps an organisation in increasing its revenue and profitability at market place.
Small business growth: The services of Nutshell are mainly used by small business
organisations for the purpose of enhancing its operations at large scale by increasing sales
through online applications.
The hidden costs.
As per the opinion of Brian Sutter, 2013, This report indicates the effectiveness of the
Hidden cost that influence the personalised customer service. This hidden cost helps the
company and have several benefits so as to achieve the organisational core goals. There are some
hidden cost that are caused due to personalised customer services. But after using the circle of
success the hidden cost will decrease gradually and will result in obtaining maximum profits. For
running the business smoothly business organisation should hire the employees so that they
collect the data from the database and contact with them. The first thing that company should do
is research some techniques that helps in reducing the hidden cost for the organisation. A good
budget cost will help the company to reduce its expenses and increase the its margins. Some of
the hidden cost that are involved in running the business are entailed below: Equipment, maintenance and upgrades: The company should know the tools that will
help them to create a product or run a service. In case of Nutshell, the company should
use the upgraded technology and should invest in a department that will keep the
company to run their app smoothly (Kaplan and Haenlein, 2011). The company can save
money here by purchasing the equipments from the discounted sites. Training: This considered as the most effective hidden cost, which is incurred by each
small as well as large business organisation in respect to developing the skills and
knowledge base of employees.
6

Research Methodology
Research methodology is considered as the most essential part of the research project as it
helps the researcher in providing an appropriate direction to implement all research activities in
appropriate direction. The research into consideration is based on the analysis of personalized
customer services in the increasing performance of business. A research is either qualitative or
quantitative in nature,in the present research work qualitative research techniques has been
applied by the researcher as it is effective in providing a brief theoretical discussion on the
specified area of issue. Descriptive research design has been used by the investigator as it is
effective in providing a descriptive evaluation on the qualitative investigation. Along with this
interptitivism philosophy is appropriate in providing fact full information with analysing the
opinion of various authors and writers (Pousttchi and Hufenbach, 2014). Moreover in the present
research work data has been gathered through secondary source of data collection as in this a
specific theoretical frame work is provided. In this data has been gathered through books,
journals, online sites, newspapers etc.
7

REFERENCES
Books and Journals
Baumann, C., Elliott, G. and Burton, S., 2012. Modeling customer satisfaction and loyalty:
survey data versus data mining. Journal of services marketing. 26(3). pp.148-157.
Gallouj, F., Rubalcaba, L. and Windrum, P. eds., 2013. Public–Private Innovation Networks in
Services. Edward Elgar Publishing.
Kaplan, A. M. and Haenlein, M., 2011. The early bird catches the news: Nine things you should
know about micro-blogging. Business horizons. 54(2). pp.105-113.
Kaufman, D. J., and et. al., 2012. Risky business: risk perception and the use of medical services
among customers of DTC personal genetic testing. Journal of genetic counseling. 21(3).
pp.413-422.
Looney, H. F., and et. al., 2011. Personalized marketing architecture. U.S. Patent 7,925,549.
Pousttchi, K. and Hufenbach, Y., 2014. Engineering the value network of the customer interface
and marketing in the data-rich retail environment. International Journal of Electronic
Commerce. 18(4). pp.17-42.
Tseng, M. M. and Piller, F. eds., 2011. The customer centric enterprise: advances in mass
customization and personalization. Springer Science & Business Media.
Van Der Riet, R., 2011. Marketing communication and transaction/distribution services platform
for building and managing personalized customer relationships. U.S. Patent 7,917,388.
Wang, K. L. and Groth, M., 2014. Buffering the negative effects of employee surface acting: The
moderating role of employee–customer relationship strength and personalized services.
Journal of Applied Psychology. 99(2). p.341.
Zhang, Z., and et. al., 2013. A hybrid fuzzy-based personalized recommender system for telecom
products/services. Information Sciences. 235. pp.117-129.
Online
Goldstein, B., 2018. Anatomy of a Price Increase: A Nutshell Oral History. [Online]. Available
through: <https://www.nutshell.com/blog/anatomy-of-a-price-increase/>.
Aggour, A., 2018. How Nutshell can help your small or medium business. [Online]. Available
through: <https://www.nutshell.com/blog/how-nutshell-can-help-your-small-or-
medium-business/>.
Shaw, C., 2011. PERSONALIZED SERVICE. WHAT DOES IT ACTUALLY MEAN. [Online].
Available through: <https://beyondphilosophy.com/personalized-service-what-does-it-
actually-mean/>.
8