Basic Needs Of Customer Marketing Essay

In a business organization, no matter what type of businesses they are establishing, there must be one source that will lead the organization to earn profit and they are known as customer. Customer not only will affect the profit and loss in the organization, but they also affect the image of an organization. If the organization did not serve the customer with a good service, the customer may think that the organization did not respect them and they might not come back to that organization again. The customer also might comment what they about the organization to their family and peers, which will let others also felt the organization, are not giving a good service to customers.

While for the organization itself, it is important that provides a good customer service to customer, as it will bring in regular customer back to the organization again. The definition of customer service can be said as the service provide to the customer that will enhance the customer experience. Besides that, it is also important for the organization to understand what the customer satisfaction is. Customer satisfaction means the overall feeling of satisfaction of the customer with an interaction. Some customer may require an excellent customer service and some may not so insist about it. So it is better to prevent better than cure as if customer complaint it will bring in unnecessary problem to the organization.

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In every business organization, customer service is considered as a very important issue than other issues. So, in order to provide a professional customer service to their customer, the organization must first understand about what basic need of their customers is. This is because every customer might have different expectation in what type of the customer service that they want to enjoy. Some customer may require an excellent customer service while some customer may require a simple and nice service. There are two types of customer that usually will affect the operation of the organization, which is external customer and also internal customer. External customers are referred to the customer whom the organization provides product or service to them from outside. While for internal customers, it means that the people who are working together throughout the organization. This two type of customer are usually related as it mean if the internal customer are satisfied, then the organization can create an excellent customer service to fulfill the external customer needs. Besides that, the organization also needs to know about the customer attribute in order to satisfy them. Usually they are being categorized based on psychographic, demographic and also firmographic information. Besides that, there are also five basic needs that usually every customer required when they are using the product or services in an organization, which are service, price, quality, action and also appreciation. These needs will differentiate each customer like and dislikes as each of them has different characteristic.

1.2.1 Service

In nowadays, many people are required on an excellent service when using a product or enjoying a services. The term “excellent customer service” means that the service that is provided by the organization has to be very good and there is only a minor of mistake or none mistake occur when performing it. The term of service can be defines as it only can be felt when the customer entered to the organization and purchase it. Usually, every customer wants themselves to be respected when they are using the service or product from the organization. So it is important that the organization provide an excellent customer service to their customer by offered training to their staff. This is because by providing an excellent customer service to the customer, it not only brings in regular customer and more customers to the organization, but also promoting the organization to more people through the regular customer to their friends and family. For example, if the organization didn’t provide a good service to the customer, the customer may feel disappointed and wouldn’t come back to that organization again.

1.2.2 Price

In every industry, one of the needs of a customer want is price. There are many variety of service that is offered in this world which cost different price. Some organization may cost a higher price but they are providing a high class service while some organization may cost a lower price but they does not provide an excellent service to their customer. So if the customer wants to enjoy an excellent customer service, they might need to pay the amount of money that is valuable to the service. While for the organization, it is necessary that to set a reasonable price for the service or product which they provided to the customer. This is because when the customer felt that the price that they pay is reasonable, they will prefer to come back to the organization again.

1.2.3 Quality

In service industry, quality also is considered as one of the basic needs of a customer. Usually the quality of the product or services is related to the price that has been set. This not only applies to the hospitality industry, but also in any business industry. For example, the price of a five star hotel might be slightly higher as the quality of product provided by the hotel is five star levels. And for the price of a hotel that is below three stars, the quality of the product provided might not as good as the product provided by the five star hotels. So, it is important to provide the product with a quality that is worth as the price that has been set. For example, if the hotel is rated with five star hotels, then the room and service quality must be same standard as the rating in order to prove that they can provide the highest quality to customer.

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1.2.4 Action

In the term of action, it is similar with the word of “respond time” which means how fast is the staff in the organization responds to their customer. It may involve customer complaint, the information needed by the customer and others. For example, the customer may want to know where the attraction places in that area are and at that time, the staff in the hotel needs to immediately tell the customer where it is. After that, the staff needs to follow up the case with the customer. This will make the customer feels that they are being respected by the organization and they might come back to the organization with their friend and family again. While for the organization, the management level need to make sure that their staff action are quick enough to make their customer satisfied with the service or product provided. This is because some customer is very fussy and if the organization did not serve them well, they might think that the organization did not respect them and will create problem for the organization. For example, if the customer asks something to the staff, the staff must react quickly in order to make sure the customer happy.

1.2.5 Appreciation

In service industry, there is also another basic need of customer which is appreciation. The meaning of appreciation in here means that the customer are appreciate by the organization as they had uses the service or product in the organization. As a business organization, they must know how to appreciate the customer that consumes their service or product with a thankful heart. When customer felt that they are being appreciated, they will think to come back to the organization to use their product and services again. This is because they felt that they are being respect as a customer and they want to use the organization services or product again. For example, when the customer check out from the hotel, the staff must greet them by saying “please do come again”, “thank you” and others.

1.3 Conclusion

In conclusion, performing an excellent customer service is very important as it will bring in a generous profit to the organization. So, it is advisable that to respect the customer that come into the organization to use the product or services. This is because to make sure that they will become the organization regular customer. Not only that, it will also help to promote the organization through customer that had been use the organization product and service to their friend and family or colleagues virtually. Besides that, in order to make sure the organization can attract more customers, the organization need to understand what is the basic need of their customer more deeply. This will improve the achievement of the organization itself and can obtain more type of customer to the organization to use the product and also services.

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Question 2.0

All customers have their own unique sets of expectations. Expectations may be positive or negative. Organizations must periodically attempt to determine what their customers expect from their customer experience. In a group, list and explain in details the top five expectations that customers would have of the following organizations:

5 star hotel

International Fast Food Chain

Travel and tours company

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2.1 Introduction

In a business organization that needs to perform customer service to their customer, it is important that the organization to understand deeply about their customer characteristic when they enter into the organization to use the product or service provided. This is because all customers have their own level of expectation when comes to customer service and it is important that the organization to keeps their customer happy and also satisfied with the service given. The term of “expectation” in here means that the customer personal vision which is the result that came from their experience. Sometimes the customer expectation might be positive and also negative. So it is necessary to determine what is the customer expect from the organization when using their product or services as they might have experience others sort of service in other organization. There two level of expectations which are divided into primary expectation and secondary expectation. Primary expectation is refer to customers’ basic requirement such as looking for food to eat while secondary expectation based on customer previous experience that indirect related to enhance primary expectation such as the service provided. There are few places that usually customer gives a high expectation which is 5 star hotel, international fast food chain and also travel and tours company.

2.2 5 Star Hotel

5 star hotel can be defined as a hotel that indicate the highest classification that based on given set of criteria for determining excellence. In a 5 star hotel, customer usually would have few expectations to the hotel such as the service provided, room rates, facilities that are provided in the hotel, the respond time of the staff, and also the appreciation from the hotel. This is because the customer felt that they had paid money to the hotel and they deserve to get an excellent service. Besides that, room rates are also one of the expectations of the customer. For example, the customer had paid the hotel for a deluxe room and as result, the room given must be same value as the price given. If not, customer will think that the hotel is giving an unreasonable price to customer. Apart from that, the facilities provided in the hotel also one of the customer expectation. For example, a 5 star hotel must unless have a swimming pool, food and beverage restaurant, salon and others to provided to the guest. Besides that, the respond time of the staff in the hotel also need to be quick enough when a customer approaches to them. If the respond time of the staff is too slow, customer might complaint that they did not get a good service yet they had paid quite a high amount of money to the hotel. So, it is important for the staff in a 5 star hotel to respond quickly toward customer that approaches them. Not only that, customer also expect that they will be appreciate by the hotel as they had help the hotel to gain profit. So, in order to make the customer felt that they are being appreciated, the staff in the hotel must greet customer from time to time such as welcome, thank you, please do come again and other greeting sentence. This will make the customer felt that they are being respected in the hotel and they will feel happy to come again to the hotel.

2.3 International Fast Food Chain

In international fast food chain, it known as a quick service restaurant such as McDonalds, although they are practicing self-service, but there are still customer expectation in it such as product quality, price given, presentation standard, complaint management, and also facilities in the restaurant. In international fast food chain, customer usually expects the product quality will be very good. This is because they felt that the food provided not only need to be fast, but also need to be in a high quality. Besides that, the price also counted as one of the customer expectation in fast food restaurant. This is because they felt that the price must be equivalent with the food portion and also the food quality. If not, they will felt that the price is too high and might not come back regularly. Apart from that, customer will also expect the presentation standard in the fast food restaurant will be excellent. This is because some customers come from foreign country and not familiar with the language in the country, so the staff in the restaurant must present excellently in front of the customer such as listen patiently what the customer said. Not only that, the complaint management in the restaurant is also one of the customer expectations. This is because when the customer complaint about something, they hope that the restaurant can solve the problem as soon as possible. For example, if the customer complaint that the food that they get is spoil or wrong, the staff in the restaurant need to take action immediately to ensure that the customer would not piss out. Furthermore, the facilities provided in the fast food restaurant are also one of the customer expectations. For example, McDonalds had provided facilities such as washroom, playground for kids, and others facilities for customer.

2.4 Travel and Tours Company

In Travel and Tours Company, there also few factors that contain in customer expectation. There are price, time management, service, product provided, and also the quality provided. In Travel and Tours Company, price is one of the expectations for customer that want to purchase the package offer. This is because the price will be slightly different when comes to peak period and low period. So, the company must set a reasonable price as if the price set to high, customer may not satisfied with the price and may not come back to that company again. Besides that, time management is also one of the customer expectations. Customer usually expects that the company would manage the time such as when is the time to depart or arrive, when the ticket can be sold and others. If not, misunderstand might occur as may be the customer might brought the wrong ticket. Apart from that, customer also expects that the service provided is also equivalent with the price given. For example, when customer approach to the travel and tours company, the staff in there must provide a good customer service in order to make that the customer are satisfied with it. The chances of customer will purchase the product will also be higher. Not only that, the product provided by the company is also one of the customer expectations. In Travel and Tours Company, the package that is provided to customer must be at a reasonable price. This is because different company provide different package at a different price for customer. So, customer will first do some research in order to get a good package at a good price. On the other hand, quality provided is also one of the customer expectations in Travel and Tours Company. The quality in here means that what type of buses will the company provided to the customer, which room rate that provided to the customer. If the company did not provide a good quality to customer, the customer may choose other company that provides a better quality product.

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2.5Conclusion

In conclusion, each customer had different level of expectation when purchasing some product. This is due to their different characteristic, culture and also background. So, it is important that the company understanding their customer deeply on their characteristic in order to reach their expectation. No matter the level of expectation of the customer is in primary level or secondary level, it is still need to provide the customer an excellent customer service in order to make sure that every customer that step into the company are happy and satisfied. However, it is also important that the company provide training to their staff in how to provide a good customer service. The company needs to know how to motivate their staff when facing customer or greet customer. This will decrease the percentage of getting customer complaint about not getting a good customer service. It will also bring in more customer as the regular customer may promote the company to their friends, family and colleague. Besides that, not only in 5 star hotel, International Fast Food Chain and also Travel and Tours Company, others business organization that providing services also need to practice in how to provide an excellent customer service. This will help in increase their reputation and their profit.

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