El Servicio al cliente: ¡Más que un querer, un deber!
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Abstract
Uno de los aspectos más importantes en la generaciónde diferenciación con respecto a la competencia loconstituye “el Servicio al Cliente”.
El Servicio al Cliente presenta características, queconvierten su tratamiento en complejo de implementar:Por ejemplo se menciona que el Servicio es intangible;que el Servicio es variable; que el Servicio se producey se consume a la vez; y, que el Servicio no puede seralmacenado. Lo anterior es influido por la cultura del paísdonde se ubique la empresa.
El tratar el tema del Servicio al Cliente es muyimportante en aras de poder mantener a nuestros clientes.En este sentido, varias investigaciones citadas evidencianel impacto de un mal manejo del Servicio al Cliente, asícomo cifras ligadas en general a su comportamiento.
El Servicio al Cliente se puede definir como el conjuntode aspectos relacionados con los clientes, y no sólo setrata de atención al cliente, aspecto que es comúnmenteconfundido con el primero. La atención al cliente es partedel Servicio, pero no lo es todo!
Es necesario escapar de seguir tratando este tema consuperficialidad, y más bien, aprovechar su implementacióncomo medio de generar ventajas competitivas ante lacompetencia.
ABSTRACT
One of the most important aspects in the generationof a differentiation with your competition is constitutedby “Customer Service”.
Customer Service presents several characteristicsthat make it complex to implement: For example itis mentioned that Service is intangible; that Serviceis variable; that Service is produced and consumedsimultaneously; and, that Service cannot be stored. Thisis influenced by the culture of the country where thecompany is located.
Dealing with the subject of Customer Service is veryimportant for the sake of being able to maintain ourclients. In this sense several quoted investigations showthe impact of a badly handed Customer Service, as wellas financial figures related to its performance.
Customer Service can be defined as the set of mattersrelated to clients, and it is not only customer attention amatter commonly confused with the first one. Customerattention is part of the Service, but is not everything!
It is necessary to avoid to continue to deal superficiallywith this subject, and rather, to take advantage ofits implementation as a way to generate competitiveadvantages against competition.
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