The role of Costumer Service in a Marketing Campaign

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.

Ugwuja Chinonso Oliver (ACIEHS, ACICRM, GNIM) is a multidimensional economist, Business Analyst, Chartered Manager certified by the Nigerian Institute of Management, and a passionate teacher. He has been a research consultant since 2016 with over five published research papers. Chinonso is proficient in statistical and econometric modeling with special skills in using E-VIEWS, STATA, SPSS, EXCEL, and other Microsoft Office suites. His position has been beneficial to many scintillating researchers in economics and other related disciplines. His passion in teaching has helped students to acquire indelible knowledge that has helped them scale through their public examinations. His management and Audit profession has continuously helped companies grow their revenues and increase their customer base. His writing skills have 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 Level (Magnum Cum Laude) and was honored as a policy critic of the year 2017. Chinonso is interested in the political economy of business and trade and envisions a world where business failures would be brought to their barest minimum. 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 Graduate Diploma in Digital Marketing and Customer Relationship Management (CRM). Chinonso has diverse professional careers in research, teaching, and business. He contributes to helping both existing and newly established small and medium-scale businesses to grow so that employment in this sector will be secure and lucrative as well. Chinonso partners with Formazione Business School as a facilitator for Skill Acquisition and Entrepreneurship Development (SAED), where he trains business owners in various skills such as Bookkeeping/Accounting and business management. Chinonso is a volunteer with the Financial Inclusion and Literacy Group where he helped petty traders to obtain low-interest loans to fund their business ideas. These notwithstanding, he seeks international exposure and opportunities to contribute to the growth of global economy.