Customer service management the world over is dynamic, with companies transitioning from a transactional to a more strategic view of the customer. Customers have evolved and transformed from ‘passive audiences’ to ‘active players.’ Consequently, businesses are moving away from the old industry model that sees value as created from goods and services to a new model where value is created by experiences. Today, customers engage in dialogue with businesses at each stage of product design and product delivery. This dialogue is an interactive process of learning together. Together, businesses and customers create value through customized, co-produced offerings. This co-creation of value help firms highlight the customer’s or consumer’s point of view and improve the front-end process of identifying customers’ needs.
Co-creation, a new paradigm in the customer service literature, describes an environment in which businesses and customers create value through interaction aimed at further development of new business opportunities. In the past decade, co-creation has spread swiftly through theoretical and empirical analyses. Many professionals interested in marketing and consumer research, service management, and innovation management have applied "co-creation" models, enriching the approaches and the theoretical perspectives in the respective fields.
Given the increasing recognition of the customer as a co-creator of value, this comprehensive and well-timed book aims to be an essential reference on the emerging role of the customer as a strategic partner in the co-creation value. This book discusses the management and delivery of customer service under seven broad themes: 1) customer service as shared value; 2) customer service systems; 3) customer service strategy; 4) customer service structure; 5) customer service style; 6) customer service staff; 7) customer service skills. The book examines the concepts, roles, and practices of customer service management. The authors also address the following central questions: 1) What is the new definition of customer service management? 2) How should organizations position themselves to create value for customers and stakeholders? 3) How should individuals representing organizations project themselves to align with the customer delivery promises made by their organizations?
Table of Contents
Acknowledgements. About the Contributors. Chapter 1 - Introduction to Customer Service Management: A Strategic and Operational Perspective. Chapter 2 - Who is A Customer? Chapter 3 - Defining a Customer-driven Organisation. Chapter 4 - Ethical Customer Service. Chapter 5 - An Institutional Economics-Led Model of Customer Service Strategy. Chapter 6 - Barriers to Implementing Customer Service Strategy. Chapter 7 - Customer Service Systems. Chapter 8 - Application of Digital Technology and Social Media to enhance Customer Service Experience. Chapter 9 - Technology and Social Media in Customer Service. Chapter 10 - Innovation and Customer Service. Chapter 11 - Entrepreneurial Customer Service. Chapter 12 - Leadership and Customer Service. Chapter 13 - Teamwork and Customer Service. Chapter 14 - Customer Service Training. Chapter 15 - Organisational Culture & Customer Service Delivery. Chapter 16 - Cultural Influence on Customer Service Delivery. Chapter 17 - Reward and Recognition Systems in Customer Service Organisations. Chapter 18 - Reward Systems & Customer Service Delivery Among Small And Medium Enterprises In Lagos State. Chapter 19 - Emotional Intelligence. Chapter 20 - Twenty Traits of Customer Service Champions. Chapter 21 - Professional Grooming. Chapter 22 - Presentation Skills. Chapter 23 - Advancing the Services Sector’s Potential in Africa Through Customer Experience: A Conceptual Perspective.
Robert Ebo Hinson is a Professor and a past Head of the Department of Marketing & Entrepreneurship at the University of Ghana Business School. Professor Hinson has been consultant to several local and international institutions in Ghana including Standard Chartered Bank, HFC Bank, CAL Bank, Merchant Bank, the Enterprise Group; and Ecobank. Robert also sits on the board of Camelot Limited (a listed company). Professor Hinson started his professional career in advertising and has since becoming an academic taught a diversity of undergraduate and postgraduate courses. Apart from his experience in teaching, Prof. Hinson has a keen interest in research and in recognition of his research productivity, was awarded the 2008 Emerati Highly Commended paper Award for a co-authored paper published in Corporate Governance, the 2009 Journal of African Business Best Paper Award, the 2010 Emerati Outstanding paper Award for a co-authored paper published in the Journal of Research in Interactive Marketing and the Best Paper award in the International marketing track at the 2010 Academy of Marketing Conference at the Coventry University Business School, for another co-authored paper.
Professor Hinson is published in or has had papers accepted for publication in rated journals like the International Journal of Public Sector Management, Internet Research, International Journal of Bank Marketing, Journal of Financial Services Marketing, Journal of Business and Industrial Marketing, and the Thunderbird International Business Review. He has delivered invited lectures in the University of Warwick (UK), University of North Texas Business School (USA); and the University of the Free State Business School (Bloemfontein, South Africa).
His current areas of research are services management, e-business, marketing practice, corporate social responsibility (CSR) and international business. Robert holds two doctorate degrees; one in Marketing from the University of Ghana; and a second in International Business from Aalborg University in Denmark.
Ogechi Adeola teaches Marketing Management at Lagos Business School. She started her career at Citibank Nigeria and spent approximately 14 years in the nation's financial sector during which she garnered experience in strategy, product development, sales and marketing, customer service and customer relationship management, cultural change management, amongst others.
Adeola holds a doctorate in Business Administration (DBA) from Manchester Business School, an MBA from the same institution and a law degree from University of Nigeria. She attended management and teaching courses at Cranfield School of Management, UK; the Flexcube Centre of Learning, Mumbai, India; Gordon School of Business Science, University of Pretoria, South Africa; Phoenix Educational Institute, Dubai and International Faculty Programme (IFP), IESE, Barcelona, Spain. She also holds a Certificate in Internet Marketing from the University of Cape Town and Merit Award from the Institute for Financial Management, Bangor, Wales. She is a certified Sales and Marketing Manager (American Institute of Management Studies), and a Visiting International Fellow at the Open University Business School, Milton Keynes, United Kingdom (2016). Her academic interests include sales force management, new product development, digital marketing, branding strategy and customer service leadership.
She has been a guest speaker and discussant at local and international conferences featuring top-rated companies and organizations, including the Lagos Chamber of Commerce and Industry (LCCI) business clinic, the West African Power Industry Convention (WAPIC) and Yale Africa-China Conference held in Lagos. She has taught in the Women Entrepreneurship & Leadership for Africa (WELA) program of China Europe International Business School (CEIBS), held in Lagos. She served as an expert-in-residence in a business advisory clinic for Goldman Sachs scholars on completion of a Certificate in Entrepreneurial Management (CEM) program at Pan-Atlantic University, Lagos. She was a part of the Alpha team of the Centre for Global Enterprise (CGE), engaged as virtual consultants for the London Taxi Company in 2015, and was awarded a Certificate of Achievement in Applied Business Collaboration with Distinction in Leadership Excellence.
She has published academic papers in top scholarly journals. In April 2016, her research work (co-authored) won Best Paper Award at the Australia-Middle East Conference on Business and Social Sciences (AMECBSS)/Journal of Developing Areas held in Dubai.
Adeola currently serves as Associate Dean of Business Administration at the California-based University of the People, an accredited online tuition-free institution. She is a Fellow of the Institute of Strategic Management, Nigeria and the National Institute of Marketing of Nigeria.
Dr. Terri R. Lituchy has her PhD in International Organizational Behavior from University of Arizona. She has taught around the world including: US, Mexico, Canada, Trinidad, Barbados, Argentina, France, UK, Czech Republic, Japan, China, Thailand and Malaysia. She teaches courses on Organizational Behavior, Cross-Cultural Management, International Negotiations, and Women in International Business to name a few. Her research interests are in cross-cultural management and international organizational behavior. Dr. Lituchy’s current project, LEAD, Leadership Effectiveness and Motivation in Africa, the Caribbean and the Diaspora has received many awards as well as grants from the SHRM Foundation, Emerald Publishing, McMaster University, University of the West Indies, Concordia University, and SSHRC. Dr. Lituchy has published books on Successful Professional Women of the Americas (Elgar Publishing, 2006), Gender and the Dysfunctional Workplace (Elgar, 2012) and Management in Africa (Routledge, 2014), and LEAD: Leadership Effectiveness in Africa and the African Diaspora (Palgrave, 2017). Dr. Lituchy has over 35 published journal articles. In her spare time, Terri enjoys traveling, photography, bird watching, and learning about other cultures.
Professor Okoe Amartey joined the University of Professional Studies, Accra (UPSA) eleven (11) years ago as a lecturer in the Department of Marketing. He was among the first batch of lecturers employed to augment the staff strength of the faculty when the Degree program was introduced. UPSA (previously named Institute of Professional Studies) was established 50 years ago with the focus on Professional Accounting and Management programs.
A product of Aquinas Secondary School and Prempeh College, Professor Okoe has extensive experience in both industry and academia. He obtained his Ordinary Level Certificate from Aquinas Secondary School in 1986 and Advanced Level Certificate from Prempeh College, Kumasi in 1988. He further obtained Bachelor of Arts (Economics with Sociology), Master in Business Administration (Marketing Option) and Master of Philosophy in Marketing, all from the University of Ghana. He also holds a professional marketing qualification from the Chartered Institute of Marketing UK. In addition, he holds a Doctorate of Business Administration from the SMC University in Switzerland.
Professor Okoe has occupied several positions in the Department of Marketing, Faculty of Management at the University. In 2006, he was appointed as the Head of the CIM Unit and in 2008 got promoted to the position of Head of Marketing Department. After successfully serving two terms (8 years) as Head of Department, he was appointed as the Dean of the Faculty of Management Studies in September, 2014. His meteoric rise continued when exactly a year later he was appointed as the Acting Pro-Vice Chancellor of the University.
The Governing Council of the University of Professional Studies approved his promotion from the rank of a Senior Lecturer to Associate Professor in Management in the Department of Marketing of the University effective December, 2015 and now serves as the substantive Pro Vice Chancellor of the University. He has 21 publications in reputable and ranked journals. He has just been named in the prestigious Emerald Literati Network Awards for Excellence 2016 for his paper "Consumers' attitude towards social media advertising and their behavioral response: the moderating role of corporate reputation" published in Journal of Research in Interactive Marketing 2015 Vol. 9 No.4. Currently, he serves as the vice president of the consumer advocacy center, Ghana. He is married with three children.