The role of Costumer Service in a Marketing Campaign (eBook, PDF)

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Academic Paper from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2.1, , course: CUSTOMER SERVICE AND MARKETING, language: English, abstract: The center-piece of all marketing activities is the customer. In the words of Peter Drucker, as cited in (Cohen, 2012), marketing is not a function but the whole essence of a business seen from the customer's eyes. Thus, the key to a company's survival, profitability and growth in a highly competitive market place is its ability to identify and satisfy unfulfilled needs of consumers. Hence, a company's most vital asset is its customers since customer creation is the main aspiration of every business. Without them, we would not and could not exist in business and that is why we say that marketing and innovation should be the only two most basic functions of an Enterprise. When you satisfy your customers, they not only help you grow by continuing to do business with you but they will also recommend you to friends and associates. The practice of customer service should be as present on the showroom floor as it is in any other sales functions and pertinent in the overall company environment. This means that customers in any stage of their purchasing cycle and interacting with any department should receive excellent customer service. A bad experience in one department can bereft your company of customers. Specifically speaking, it is true that a strong marketing strategy can attract customers' attention towards a company's product. It is equally true that the marketing department does aid a company to record a profitable growth by presenting the company's product to the public/customers in a more fascinating way. This is why Business owners spend money to market and drive customers into their places of business, whether it be via print/non print method or electronic/non-electronic means. By this, a path is created and customers or clients walk in on that path, but the contentious question is; what happens after the customers are there? What services do they encounter? However, good marketing tells our customers why they should choose us, customer service shows them why they should keep coming back. This heavily implies that customer service has a great role to play in a marketing campaign of any company. While this aspect of the roles of customer service in a marketing campaign would be exhaustively discussed in chapter four, the remaining part of this section would focus on the ten commandments of customer service.

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Ugwuja Chinonso Oliver (ACIEHS, ACICRM, GNIM) is a multidimensional economist, business analyst, banker, and chartered manager certified by the Nigerian Institute of Management, and a passionate teacher. He has been a research consultant since 2016 with over six published research papers and eBooks. Chinonso is proficient in statistical and econometric modeling with special skills in using E-VIEWS, STATA, SPSS, EXCEL, and other software, including BANKONE and EasyBankAX. His position has been beneficial to many scintillating researchers in economics and other related disciplines. He has helped students to acquire indelible knowledge that has helped them scale through their public examinations. His banking, management, and audit profession has continuously helped companies grow their revenues and increase their customer base. His writing skills attracted sponsorship to a lounge where he worked as an inventory controller/internal auditor. Chinonso studied economics at the University of Nigeria. He obtained a Second-Class Upper Division (Magnum Cum Laude) and was honored as a policy critic of the year 2017. He obtained the West African Examinations Certificate (WAEC) with excellent results at Saint Teresa's College, Nsukka, in 2012. His passion for educational advancement and contributing to the development of the global economy by imparting knowledge to others and helping SMEs to grow compelled him to take online courses and obtain a Graduate Diploma in Digital Marketing and Customer Relationship Management (CRM). Chinonso has diverse professional careers in banking, research, teaching, and business. Chinonso Oliver Ugwuja is currently a staff member of the Enugu State Internal Revenue Service (ESIRS), serving in the Area Tax Office with roles in tax assessment, tax collection, and consulting with different organizations on matters relating to tax payment. Chinonso is a partner with Formazione Business School as a facilitator for Skill Acquisition and Entrepreneurship Development (SAED), where he has trained business owners in various skills, including business management, and he is a volunteer with the Financial Inclusion and Literacy Group. Furthermore, he seeks national & international exposure and opportunities to contribute more to the growth of the global economy.