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Customer Service - An Innovative Approach: Case Study


  • School of Management Studies, Vels University, Pallavaram, Chennai - 600117, Tamil Nadu, India


Objective: Objective of the case study titled “Customer Service- An Innovative Approach” is to illustrates how innovation can help for developing the customer service process in an organization. The study outlines the relevance and importance of innovation in service marketing for enhancing customer delight and for having strategic advantage in a highly intense competitive environment. Method: Case study approach has been taken for fulfillment of above objective. The analysis has been made of major seven gaps which fueled customer dissatisfaction at the organization HM LTD i.e. knowledge gap, standard gap, delivery gap, perception gap, service gap, interpretation gap and communication gap which were instrumental for corrective actions by the company. Findings: In this study, handling of customer complain has been one of the key issue which involves basic customer complaint settlement policy of the organisation, interaction and response from the employees of the company who provide service as well the outcome of the complaint to compensate the losses, inconvenience, time and energy spend during the service recovery. It also highlights importance of technology as a tool for innovation and explores how to use technology to reduce the gaps in customer service processes caused by manual interventions. Novelty/Improvement: The case study highlights the fact that it is a critical success factor for any organization to have a customer friendly and barrier free system to capture customer complaint since customer are the most valuable asset base for the organisation. The case also illustrates how an organization can convert a problem into an opportunity for improvement.


Customer Services, Gaps, Innovation, Technology.

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