MRK201 Marketing Mix: Integrated Customer Service Strategies

This report provides an analysis of integrated customer service as a core component of the marketing mix. It reviews literature emphasizing the importance of customer relationships, marketing strategies, and the integration of customer service with business operations. The report highlights the role of customer satisfaction, brand management, and digital communication in enhancing customer experience and achieving competitive advantage. It also touches upon the significance of technological infrastructure, employee motivation, and change management in delivering effective customer service. The analysis further covers inbound marketing, customer loyalty, and responsiveness as key elements of a sustainable customer care plan, stressing the need for businesses to connect with the inner psychology of customers and address their concerns effectively. The report concludes by emphasizing customer success as a pivotal focus point in business operations.

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

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customer service with core business operation is highly dependent upon the technological
infrastructure of an organisation. As mentioned by Jeong et al. (2016), advanced business
communication is an essential part of integrated customer service which is dependent upon the
use of communication technology as a part of core business operation. The basic framework of
the business operation need to include the element of quality evaluation, where the customers
will be able to directly communicate with the company managers for providing valuable
feedbacks as the part of the company self-evaluation methods.
Mapping strategy need to be included as a part of core business operation which can help
to make most use of the available information. The internal strength and weakness of the
business operation can also be highlighted with the help of strategic mapping process. Statistical
evaluation of the marketing research data can help to predict the future trends and changes in the
behaviour of customer. This is will also be possible to predict the rate of customer satisfaction
that is also one of the major parameter for measuring the rate of business performance in the
context of integrated business operations (Ibisworld.com. 2018). The mapping strategy can also
help in determining the rate of revenue growth of the company in terms expansion rate of the
market. The ability to retain old customers is one of the main aims of the integrated customer
strategy. The measurement of return of investment is the indicator that helps to evaluate the
success rate of integrated customer strategy that help to attract the new customers.
The level of brand consciousness can be measured to understand the quality of customer
service that are provided. In the given context, it is important for the business to implement
proper brand management strategy that mainly focuses upon advance form of marketing
campaigns (Loureiro and Sarmento 2017). The implementation of social media marketing along
with digital communication strategy has revolutionized the integrate Customer Service

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Management. Effective brand management strategy can also help to implement rapid changes in
the product or service design that can help in the purpose of customer retention (Ibisworld.com.
2018). The ability of the company to communicate with the workers is dependent on their ability
to provide detailed information related to service and product features. It will therefore be
possible for the company to maintain higher level of clarity within the inner and external
business operational process. The operational managers of the organisation will get the
opportunity to directly interact with the customer and understand their demand for enhancing the
core business strategy.
The quality of customer service that is provided to the client is highly dependent upon the
level of job satisfaction and motivation level of internal employees. Hence, effective human
resource policy is also considered to be an essential part of integrated customer care service. The
ability to implement Change management process is also dependent on the skill level of the
workers to generate greater business growth. Gao and Lai (2015), have highlighted about the
importance of raising cultural awareness among the internal employees, which will help in the
process of managing Complex level of business communication from clients all across the globe.
This is integrated with idea of outsourcing business operations, where the companies are able to
hire skilled customer care agent from other nations to generate greater diversity in the talent
management program. The added advancement of digital technology is combined with the idea
of Complex business communication, which can help to overcome the challenge of cultural
diversity. The Outsourcing business operation can also help to collect important and essential
data from external business environment, which is mainly done in the forms of advanced
marketing research.

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According to Hurley (2015), the customers of the company needs to have advanced forms
of data for understanding the internal culture of a business organisation. This will help in the
context of raising the level of brand consciousness and the associated features. The theory of
advanced business culture is essential in maintaining high level of sustainability. The integrated
customer service aims to promote higher level of social relationship that is also an essential
element of maintaining high level of business sustainability. The ability to implement
sustainability is dependent upon success rate of change Management process that are
implemented in the due process of business operation (Ibisworld.com. 2018). The ability to
implement Change management is highly dependent upon the flexible working nature of the
employees. Hence, it is important to incorporate soft skills among the internal employees
depending upon the requirement of industry. With effective change management policy it is
possible to identify the new forms of behaviour of the customers. It is therefore important to
integrate the policies of psychological identification of the buyers that will help to modify the
advertisement campaign.
Maintaining high level of consistency in the customer care service is helped to deal with
the changes in the business environment. It is important to mention in the context to understand
the importance of customer loyalty, which needs to be introduced as a part of sustainable
customer care plan for higher levels of client retention. In other words, it can be said that the
higher levels of customer retention depends upon the ability to have health customer loyalty.
According to Schmitt (2010), higher level of responsiveness as a part of business
operation can help to estimate the level of customer relation. As the customers are providing
higher level of feedback and response, it is possible to achieve higher level of responsiveness.
This is also an essential part of maintaining effective level of customer relationship. The success

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of implementing integrated customer strategy is dependent upon the ability of the company to
better connect and understand the inner psychology of the customers (Yi and Gong 2009). As
mentioned earlier, the ability of the same depends upon the level of information that are provided
directly to the customer about the changes that are implemented. The digital communication
strategy depends the ability to manipulate the greater level of information that are provided to the
customers.
Yi and Gong (2009), have mentioned about the importance of understanding the issues
faced by the customer in the form of complaints at all registered. This will help the operations
and marketing department of the company to make necessary changes to deal with the existing
issues faced by the customer. It will also be possible to highlight upon the existing weakness in
the internal business operations that is causing higher level of customer dissatisfaction. The
company also need to suggest a realistic solution to be possible situations that are encountered by
the customer due to poor quality of product or service.
According to Khodadadi et al. (2016), it is important to introduce the concept of inbound
marketing as a part of content marketing as a part of internal promotional strategy. Concept of
inbound marketing mainly focuses on attracting customer by providing detailed and accurate
information about the quality of service or product. The digital technology is believed to be an
essential tool of inbound marketing, which will help the customers to provide that desert
information related to the feature associated with any service or product. The inbound marketing
can also help provide Holistic overview of the organisational structure, which will help to
maintain high level of clarity among the business management and customer. Sheridan and
Collins (2017), have mentioned about the importance of providing optimised form of
information to the customer, which can help to easily seek their attention as a part of effective

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promotional strategy. Additional information can also be provided through the form of brand
ambassador, which is another element of maintaining higher level of customer relationship. The
customers will able to better relate their needs with the that of their needs as they are gaining
access to high end information about the functions associated with the products.
Kandampully et al. (2017), have mentioned about the important of emphasising on
customer success, which need to be associated with internal business operation. The customer
success can be the pivotal focus point about the operational process in business. This will help to
understand the importance of satisfying the customer as a part of business success strategy.
Higher level of brand awareness can also be generated with the success of the customer as they
get mentally satisfied by using particular brand product or service. The customer can also
generate high level of trust with the product of the brand. Hence, with the concept of higher level
of customer integration, it is possible to generate better levels of customer success as they are
able to build effective brand value.
Conclusion
In order to conclude it can be said that the existing literature related to integrated
customer service mainly focus upon implementing innovative business operation of strategies
that is mainly in to improve customer satisfaction level. Level of customer satisfaction is
believed to be one of the major indicator that can help to evaluate performance of business
management. One of the major challenge in the current business environment is associated with
the fact that customer have higher level of freedom of switching over to other brands. Hence, the
integrated customer service need to focus implementing social management theories, where the
managers of the company establish effective relationship with existing customer. Advanced form

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of digital communication also can be implicated in order to overcome the challenge related to
customer relationship management.
The existing literature has also focus upon the fact that quality of integrated Customer
Service Management is dependent upon the ability of an organisation to collect primary data
from the market in the form of essential marketing research. The primary data which is collected
from the market can also help in mapping the the rate of revenue growth from the financial
performance.
For the future research work, it is essential to focus upon more innovative theories that can be
implemented as a part of customer relationship management. The innovative theory need to have
the flexibility nature, which can implement rapid changes in the business strategy with trends
that are implemented in the external business environment. It was there for be possible to achieve
higher level of competitive advantage, which is highly dependent upon the effectiveness of
integrated customer experience management.

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Reference
Bilgihan, A., 2016. Gen Y customer loyalty in online shopping: An integrated model of trust,
user experience and branding. Computers in Human Behavior, 61, pp.103-113.
Gao, B.W. and Lai, I.K.W., 2015. The effects of transaction-specific satisfactions and integrated
satisfaction on customer loyalty. International journal of hospitality management, 44, pp.38-47.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing Science,
45(3), pp.377-401.
Hurley, B., 2015. TIM lecture series-improving the self-service customer experience: The case of
IBM watson and purple forge. Technology Innovation Management Review, 5(9), p.36.
Ibisworld.com. (2018). Business Process Outsourcing Services (US) – Industry Report. [online]
Available at: https://www.ibisworld.com/industry-trends/specialized-market-research-reports/
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Experience on Customer Satisfaction and Loyalty-In Case of Jangsu Horse Riding Experience
Course. Journal of Korean Society of Rural Planning, 22(2), pp.131-140.

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Kandampully, J., Zhang, T. and Jaakkola, E., 2017. Customer experience management in
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ATTRIBUTES INFLUENCE CUSTOMER SATISFACTION AND ONLINE BANK
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