Design and Implementation of Campus Help Desk Information System

2. Literature Review

2.1 Customer servicing

The service that is provided to customers before and during a sale and even after sales is known as customer servicing. It is a set of activities that help in facilitating the level of customer satisfaction that is gained after a customer is satisfied with the experience and the product has met the level of expectation. The level of servicing given to customers varies from product to product, industry to industry and customer to customer.

It is often done through a desk or counter in retail outlets where customer servicing executives sit across to deal with return of product, exchange of the same and registration of complaints or performance of activities at point of sales.

This service is provided in two different forms. Firstly through executives and secondly through automated machines or self service machines like internet websites. Online commerce has brought up a challenge to servicing as many people prefer personal experience more. Thus for this the online servicing should be more effective. Another challenge is that the customers are invisible entities in such cases thus making it more challenging for personal and human to human connection (Zeithaml, Bitner & Gremler, 2006).

Customer servicing is an important part in gaining value proposition by a company. Thus it is important to gain their trust and support that even helps in brand building and loyalty. Thus it helps in the generation of income and profits in the long run as well. Thus there should be scope for it in management.

The lack and decreasing quality of customer service in recent years have been attributed to the middle management level and executives that do not realize its importance. Thus to improve this servicing many KPIs and satisfaction levels have been employed recently.

2.2 Instant Feedback

Feedback loops have become a part of many organizations that help in gaining instant feedback at the point of sale or purchase. This may...