The organization has integrated customer service training as one of the vital approaches to achieving this goal. Zara Incorporation appreciates the contribution of offering a unique experience for customers shopping for fast fashion products at its store. This move underscores Zara’s efficiency in managing and safeguarding its brand reputation.ģ22 specialists online Customer service training Due to increase in customer complaints, the company made a formal apology on the affected customer groups and immediately withdrew the sale of the specific t-shirts in all its online and brick and mortar stores (Arthur 3). In 2014, the firm responded to increase in complaints about the branding of one of its kids t-shirt products that seemed to promote the Wild West films. This approach is critical in enabling the firm to develop relevant market intelligence that will contribute to considerable improvement in its brand image. The rationale for this approach arises from the high rate at which social networks are increasingly being used in spreading the word of mouth amongst consumers. On the contrary, the firm should assess customers’ complaints and compliments on its customer service approach made on the different online platforms such as social media platforms. The firm should not only rely on its implemented customer communication system to leverage on this capability. Thus, the company can address the customers’ complaints from a central position. Additionally, to improve its response to customers, the company has implemented an effective system that ensures that all the customer complaints around the world are channeled to the headquarters (Levine par. Zara has developed adequate capability in responding to customer complaints. In addition to the above issues, Orsburn stresses the importance of organizations’ customer service departments ensuring that specific complaints on a product are immediately rectified (79). Thus, the firm should leverage on data generated by different electronic systems as a source of market intelligence. Zara must ensure that it relies on different electronic systems in understanding consumer behavior to enhance its effectiveness in offering personalized customer service. A study conducted by E-tailing Group and MyBuy showed that over 75% of customers are concerned with receiving personalized post-order communication (Lee 29). The integration of the e-CRM technology has remarkably enhanced Zara’s capability concerning the pre-purchase and post-purchase customer service. The firm recently implemented a Radio Frequency Identification system that enables the firm to identify and track individual products within its logistics systems. In line with this trend, Zara has emphasized the electronic channel of communication with its customers. Lee identifies an increase in the use of electronic technologies by online retailers to enhance their competitiveness in customer service (29). One of the approaches that the organization has adopted in offering personalized services is the integration of electronic customer-relationship management system. This assertion arises from the view that offering personalized customer service increases the chances of customers identifying with a firm and its products. According to Lee, personalization of customer service is a critical element in an organization’s effort to entrench customer loyalty (29). Zara has developed sufficient capability on how to offer personalized customer service. The policy is based on the concept of allowing the customer control the course of interacting with the firm. Zara has developed a customer service policy to increase the level of customer satisfaction. The firm produces over 840 million garments annually. The firm’s performance can be attributed to the adoption of the product-oriented strategy. The company is ranked 58 amongst the most valuable brands in the world. Zara has attained an optimal market position in the international market. The purpose is to identify the areas in which the firm has excelled and how it can improve its approach towards customer service. This paper involves a critical analysis of customer service at Zara. Choi cites different aspects that include product alteration, personal selling, repair, refund, or exchange, gift-wrapping, and the inclusion of a variety of payment methods as some of the fundamental issues that constitute customer service (130). However, the growth in intensity of competition has increased the significance of customer service management within the industry (Choi 130). This aspect shows that Zara has adopted a product-oriented approach. This approach has enabled the firm to introduce approximately 10,000 new designs every year. Zara’s product development cycle is estimated to be 14 day, which is remarkably short compared to the 6-month industry average.
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