High-quality customer service is one of the leading components in the external relations of the organization. Indeed, thanks to this factor, its competitiveness is largely determined. Improving the organization of customer relationships leads to the need for companies to pay more attention to this area. Thus, customer service standards should be considered as a structural unit of the corporate culture of the enterprise, which will allow finding effective approaches to their formation and implementation.
Customer service, as a component of corporate culture, can be traced as a kind of social culture in general. That is why the core of this culture itself should be some value system, which, in turn, is determined by the concept of norms, standards and rules, which implies their mandatory observance in the organization.
However, it must be remembered that for the proper behavior of the staff it is completely insufficient to establish certain norms, rules and standards. It is also necessary to form a certain value base that defines the generalized direction of the organization’s work in this sector, and the accepted standards will be responsible for its specification.
Thus, customer service is a specific component in the corporate culture of the company. It is a manifestation of the prevailing values there and sets specific standards of behavior. Therefore, under service standards, it is necessary to understand the rules and norms of behavior considered by the organization to be mandatory in the process of working with customers.
Based on the foregoing, it can be noted that the organization can provide customer service either "spontaneously", or with the implementation of certain requirements. At the same time, a company operating without standards will be very dependent on certain people, employees, as well as on their mood and behavior of the client. And at the enterprise where the service is carried out on the basis of certain rules, a certain manner of communication will be traced customer behavior concept.
The quality of customer service is determined by standardized behavior parameters, the main of which are:
- facial expressions and gestures;
- vocabulary and speech formulas;
- proxemic, expressed in compliance with the required distance at which the employee must communicate with the client;
- the appearance of the employee (clothing, makeup and jewelry);
- speed and time of service;
- ensuring security in the process of communication.
The content of service standards is determined by some internal and external factors of the organization’s functioning. Their effectiveness depends on awareness and consideration of factors in the development of these standards. These factors include legislative support, cultural norms, features of services and goods offered by the organization, etc.