Learning Unit 2 : Organisation Structure of Customer Satisfaction System

Organisation Structure

The organisation structure of the total customer satisfaction service system can be divided into three layers, which are operational execution, managerial planning, and strategic direction. This organization is integrated by many vertical and horizontal communication channels and forms an upside down hierarchy. The horizontal communication will strengthen the service quality and process synergy to further increase the internal-customer satisfaction. The vertical communication will back up the first line service operations to increase the external-customer satisfaction.

Horizontal Communication

Service quality related horizontal communication organisations include quality control circle, suggestion system employees participation, 5S activities, internal customer satisfaction team in the operational level, customer service training centre, service processes reengineering, service product development team in the managerial level, and TQM committee, customer satisfaction committee, strategic steering committee in the strategic kevel. These are cross-function and cross-department matrix organisations, which would improve the internal communication and coordination.

Vertical Communication

Service quality related vertical communication organisations include first line service team, customer contact window, customer complain handling and problem solving, customer satisfaction information analysis in the operational level, logistic support system, digital nervous system in the managerial level, and organisation commitment, empowerment strategic management in the strategic level. Empowerment and supporting from strategic level to operational level is the key to success of this system, therefore, first line employees and customer contact window are the most critical part in this total customer satisfaction service system.

Leadership and Culture

Culture is the key customer service. Much of service is a social process, a web of interactions between employee and customer, like the behavioral exchanges that take place between a sales representative and his or her client. Culture is nothing more than the values, beliefs and norms a group of people share. A positive culture is what enables sales representatives to take initiative and do many pleasing and inventive things for customers. No company can produce outstanding service unless its top managers are visibly, constantly and sometimes irrationally committed to the customer satisfaction. Leaders are crucial to customer service because their words and deeds are the touchstones of culture. Therefore, leadership and culture are the foundation of total customer service satisfaction system.