Customer Service - An Innovative Approach: Case Study

Objective: Objective of the case study titled “Customer Service- An Innovative Approach” is to illustrates how innovation
can help for developing the customer service process in an organization. The study outlines the relevance and importance
of innovation in service marketing for enhancing customer delight and for having strategic advantage in a highly intense
competitive environment. Method: Case study approach has been taken for fulfillment of above objective. The analysis
has been made of major seven gaps which fueled customer dissatisfaction at the organization HM LTD i.e. knowledge
gap, standard gap, delivery gap, perception gap, service gap, interpretation gap and communication gap which were
instrumental for corrective actions by the company. Findings: In this study, handling of customer complain has been
one of the key issue which involves basic customer complaint settlement policy of the organisation, interaction and
response from the employees of the company who provide service as well the outcome of the complaint to compensate
the losses, inconvenience, time and energy spend during the service recovery. It also highlights importance of technology
as a tool for innovation and explores how to use technology to reduce the gaps in customer service processes caused by
manual interventions. Novelty/Improvement: The case study highlights the fact that it is a critical success factor for any
organization to have a customer friendly and barrier free system to capture customer complaint since customer are the
most valuable asset base for the organisation. The case also illustrates how an organization can convert a problem into an
opportunity for improvement.