Customer Service Plan - NGO
Content
Customer
Service Plan
Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Customer Service Plan...............................................................................................................3
2.1 Vision and Mission of Internal and External Customers...........................................................3
2.2 Product Standards......................................................................................................................4
2.2.1 Product Dimensions................................................................................................................4
2.2.2 Product Pricing.......................................................................................................................4
2.2.3 Product Material.....................................................................................................................5
2.2.4 Product Delivery.....................................................................................................................5
3.0 Policies and Procedures.............................................................................................................5
3.1 RATER Model...........................................................................................................................5
3.2Feedback System........................................................................................................................6
3.3 Managing Records and Data......................................................................................................7
4.0 Quality of customer service.......................................................................................................7
Conclusion.......................................................................................................................................8
Reference List..................................................................................................................................9
List of Figures
Figure 1: Groups of Customers........................................................................................................4
Figure 2: RATER Model..................................................................................................................6
Figure 3: Feedback System..............................................................................................................7
Figure 4: Quality of Customer Service............................................................................................8
1.0 Introduction
According to Chris Adalikwu, (2012), Customer Service Plan consider as one of the most
important factors in the entire market. Generally, after-sales service of any goods and services of
any particular company is termed as the Customer Service. All the companies depending upon
the nature of the business develops different kinds of customers care plan services. There are two
important factors, which found in the entire customer service plan is Customer Relationship
Management and Customer Retention Policies. Customer bond management is the theory of
maintaining a good and coordinal relationship among all the customers and on the other hand,
the concept of the customer retention policies defined as the concept of repurchasing.
2.0 Customer Service Plan
2.1 Vision and Mission of Internal and External Customers
Mission and Vision for Internal Customer
Options
Descriptions
Mission
Ignite the fire of humanity within self.
Vision
A bridge between an unemployed and the society
Mission and Vision for External Customers
Options
Descriptions
Mission
Creating a lasting solution to unemployment
Vision
A world without hunger, poverty and unemployment
As per Kurtz et al. (2012), in general, there are two kinds of customers present in the entire
market. One is the external customers and another one is the internal customers. External
customers are the main customers of every business firms. The mission and vision of the
customers are more important with respect with external customers. External customers are those
customers, which are found beyond the boundary of the organization (Thorson and Duffy, 2012).
On the other hand, the concept of the internal customers is those customers, which are found
inside the organization. The external customers are the ultimate customers of the organization.
All the companies needs to be more emphasized on the demands and wants of the external
customers as it is their primary mission. All the organizations depending upon the nature of the
business needs to conclude the mission and vision of both the external customers as well as the
internal customers.
Internal
Customers
External
Customers
Figure 1: Groups of Customers
(Source: Nguyen et al. 2012, pp-535)
2.2 Product Standards
There are some specific rules and regulations regarding all the products (Nguyen et al. 2012)
Depending upon the nature of the business all the companies follows some basic rules and
regulation in order to maintain product standard. Some basic standards are maintained by all the
companies.
2.2.1 Product Dimensions
Product dimensions mean the specifications of the product. To make the product attractive, the
concept of product dimensions is applicable. But our NGO isn’t a physical product whose
dimensions can be added and a fancy packaging would be able to attract people. Instead we will
be making sure that we arrange enough public seminars and our work is highlighted in the
media. Secondly, we must try to initiate various innovative programs like small entrepreneurial
programs for immigrants, making them legal and providing them support. We will make sure
that NGO is personable and connects with investors and other people. The message we are trying
to give must make an impact and for that, we will be arranging fund raising events at local
villages and small towns to capture the image of local people and give them a chance for startups and we will also arrange high end seminars to capture companies’ attention.
2.2.2 Product Pricing
According to Kotler and Armstrong (2012), pricing is as one of the most important factors in the
entire market. At present, there are four basic kinds of marketing structures. Depending upon the
required market formation, all the organization depending upon the scenery of the business
adopts different kinds of pricing strategies. There are two main objectives of the organization
(Kotler et al. 2012). The first objective is to increase the sales and on the other hand; the second
objective is to increase the profit margin. If any particular company wants to maintain these two
objectives, the particular company needs to implement a unique pricing strategy. Our NGO needs
to adopt a continuous process in the entire pricing strategies. We will use Ability to pay strategy
for our service and the reason for using this strategy is to create a sense in customer’s minds that
we know them and we care for them and we have complete information about them and people
can donate as per their income if they want to. But otherwise we don’t want to create dependency
on anyone and try to lure people by our initiatives.
2.2.3 Product Material
Product material means maintaining the quality of the products. The job of the company is to
maintain a good quality level with a unique pricing strategy. We will also use follow the money
strategy and allow donors to dictate the scope and direction of our strategies and activities or else
we will not receive any funds, as the old saying goes, “Beggars can’t be Choosers”.
2.2.4 Product Delivery
To build a strong customer service management, all the companies needs to focus on the proper
delivery line. All the companies depending upon the nature of the business should maintain a
proper delivery line. Day to day delivery system must maintain properly. Delivery system needs
to be developed and maintained properly. Since our NGO won’t be needing any delivery method,
but we have to make sure that we send invites to our sponsors on time and also arrange some
vehicles to pick up from the homes/offices then drop them on to our events and return them
through their homes.
3.0 Policies and Procedures
Depending upon the marketing structures, all the companies needs to develop all the strategies
accordingly. Every organization is depending upon the nature of the business tries to increase the
sales level and maintains a proper level of profit. To maintain these two factors, all the
companies need to adopt unique policies and procedures. Policies of our NGO will be customersavvy which are discussed in the later part.
3.1 RATER Model
RATER Model implies Reliability, Assurance, Tangible, Empathy, and Responsiveness.
Reliability needs to be developed order to build up service dependency and accurately. Assurance
is required to inspire the confidence and trust of the customers. Tangibility and Empathy must be
developed and maintained properly (Thorson and Duffy 2012). Responsiveness needs to develop
to build a proper responsible channel between the customers and the sellers. Rater model is
considered as one of the most important marketing tools which is used for customer service plan.
The reliability will be experienced when we will press all the customer touch points by not just
asking them for donations but continuously inviting them for the initiatives and programs held
for fundraising. If a customer has any complaint then it can contact us at any time by any means.
And we will also make sure that if customer has any idea about our NGO then we will invite
them for discussion. Tangibility will come when we will have billboards, linking with popular
companies and restaurants and other brands where a purchase will result in a percentage amount
of donation to our NGO. Then we will link with popular banks for making donations and our
social media pages will be designed and updated regularly. Next is our office which will have
various branches in the city as well as suburbs too. Reliability will be created when we will
create an image in the minds of consumers by inviting for humanitarian works and
communicating them through social media. Our employees will be trained carefully that they
depict empathy to support this rater model and we will be remembering them on every occasion.
For Assurance we will make sure that our social media page is updated regularly and media
depicts our good image. Secondly, we will also make sure that we send photos of events and
keep our investors and donors updated for future and upcoming events. Responsiveness, any
suggestions and ideas will be welcomed at our NGO and people who need our services can come
to us directly for help.
Reliability
RATER
RATERModel
Model
Responsiveness
Assurance
Empathy
Tangible
Figure 2: RATER Model
(Source: Daniel and Sarah 2012, pp-235)
3.2Feedback System
To build a strong customer service plan, all the companies needs to install a proper feedback
system. The job of this particular feedback system is to answer all the queries of the customer
within a specific time (Daniel and Sarah 2012). There are two kinds of the feedback system. One
is the positive feedback back system, and the other one is the negative feedback system. All the
companies need to give more emphasize on the negative feedback system. Feedback system
helps the entire organization to conclude about the different kinds of plans and proceedings of
different employees which is used for customer service plan. We will make sure that we also our
stakeholders in decision making by listening to them, providing them complete information. Our
NGO feedback system will put local people, companies and those who will get help from us in
the driving seat and they will be able to comment on the following factors:
Quality and quantity of services people received
Employee attitude towards them
The credibility and understanding of the NGO
How people’s lives have changed with the entry of our NGO
Figure 3: Feedback System
(Source: Daniel and Sarah 2012, pp-235)
3.3 Managing Records and Data
All the companies need to maintain a proper customer database management. This data base
system will maintain all the records and data of the customers. Maintaining a proper database
system will ensure the company to keep the entire system updated. Our NGO will have a
complete record of each and every donor which they can access from anywhere and anytime.
They can also see that where their donation has been used up and how their donations are
changing people’s lives. It will also help us to send altered promotions as per customer needs and
wants.
4.0 Quality of customer service
In order to maintain a good quality in the customer care service all the companies depending
upon the nature of the business emphasize on two particular factors one is the customer retention
policy and, on the other hand, is the customer relationship management. These two factors
related with each other (Dr.k.vanitha, 2012). If the customer relationship management
maintained properly, it would increase in maintaining the customer retention policy. These are
the two factors, which will ensure the development of strong customer’s service plan.
Building a data centric culture will enable our NGO to better understand our donors and interact
with them in targeted ways. At the end of the day, we will make sure that our donors feels valued
and all this will be done through intentional and personalized communication by reaching out to
them. Secondly, we will make it easy to connect to the people through various platforms like
social media, whether they are people that were involved in our cause in the past and now
thinking to leave or left our NGO and those who are anticipated to involve it but are not able to
join due to some hindrance. Every positive and unique experience creates a stronger connection
and create a WOW factor with our campaigns. One campaign that we have in mind is an annual
event where people from all over the world will gather to show case their talents and start-ups,
investors will be invited to sponsor in those start-ups. All this event will be covered on social
media.
.
Customer
Customer
Retention
Retention
Policy
Policy
Customer
Customerservice
service
Customer
Relationshi
p
Managemen
Figure 4: Quality of Customer Service
(Source: Dr.k.vanitha, 2012, pp-265
t
Reflection Plan
Starting from the customer retention, what we have decided, is to send a creative donor welcome
pack and unique new donor thank you packages, send heartfelt, hand-signed thank-you notes
promptly which will be written by us and people who benefited from their donation and make
them as personal as possible. Other than this, we will create and publish a donor-driven, storyfocused newsletter quarterly in a year and invite donors to all our events to create a feeling that
we do not need them for monetary purpose only but to make them realize that how they are
actually creating this world a better place.
For us R-E-S-P-E-C-T is the key to donor retention:
Respect donor wants and what they have donated no matter its large or minimal, a single drop of
water also contributes in making a sea.
Enlist your Fundraising colleagues in a segments so each one of them gets the correct offer and
promotion every time.
Start-up a donor advisory board online/offline, where our employees and donors will be able to
help newbies and other donors and they can also provide suggestions and make complaints.
Put together a team which listens to donors
Execute a system to record, share and analyze donor’s information throughout our NGO
Course-Correct at any time and agility to change a fundraising strategy to what donor wants
right now.
Take a collection of what is not working and ask the donor advisory board and donors
themselves that how to make it better.
Conclusion
This topic mainly deals with the plan of customer service. Different kinds of theories and
concepts applied in order to develop a strong customer service plan. The two main factors,
Customer Retention and on the other hand Customer Relationship management strategies for an
NGO are diversified in this particular assignment.
Reference List
Chris Adalikwu,. 'Customer Relationship Management And Customer Satisfaction'. Afr. J. Bus.
Manage. 6.22 (2012): n. pag. Web.
Daniel, Sarah. Principles Of Marketing. [S.l.]: Kendall Hunt, 2012. Print.
Dr.k.vanitha, Dr.k.vanitha. 'Customer Relationship Management On Customer Satisfaction'. IJSR
3.4 (2012): 1-3. Web.
Kotler, Philip, and Gary Armstrong. Principles Of Marketing. Boston: Pearson Prentice Hall,
2012. Print.
Kurtz, David L, and Louis E Boone. Principles Of Contemporary Marketing. Australia:
Southwestern Cengage Learning, 2012. Print.
Nguyen, Bang, and Dilip S. Mutum. 'Customer Relationship Management: Advances, Dark
Sides, Exploitation And Unfairness'. IJECRM 6.1 (2012): 1. Web.
Kotler, P. and Armstrong, G. (2012). Principles of marketing. Boston: Pearson Prentice Hall.
Thorson, E and Duffy, M. (2012). Advertising age. Mason, OH: South-Western Cengage
Learning.
Service Plan
Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Customer Service Plan...............................................................................................................3
2.1 Vision and Mission of Internal and External Customers...........................................................3
2.2 Product Standards......................................................................................................................4
2.2.1 Product Dimensions................................................................................................................4
2.2.2 Product Pricing.......................................................................................................................4
2.2.3 Product Material.....................................................................................................................5
2.2.4 Product Delivery.....................................................................................................................5
3.0 Policies and Procedures.............................................................................................................5
3.1 RATER Model...........................................................................................................................5
3.2Feedback System........................................................................................................................6
3.3 Managing Records and Data......................................................................................................7
4.0 Quality of customer service.......................................................................................................7
Conclusion.......................................................................................................................................8
Reference List..................................................................................................................................9
List of Figures
Figure 1: Groups of Customers........................................................................................................4
Figure 2: RATER Model..................................................................................................................6
Figure 3: Feedback System..............................................................................................................7
Figure 4: Quality of Customer Service............................................................................................8
1.0 Introduction
According to Chris Adalikwu, (2012), Customer Service Plan consider as one of the most
important factors in the entire market. Generally, after-sales service of any goods and services of
any particular company is termed as the Customer Service. All the companies depending upon
the nature of the business develops different kinds of customers care plan services. There are two
important factors, which found in the entire customer service plan is Customer Relationship
Management and Customer Retention Policies. Customer bond management is the theory of
maintaining a good and coordinal relationship among all the customers and on the other hand,
the concept of the customer retention policies defined as the concept of repurchasing.
2.0 Customer Service Plan
2.1 Vision and Mission of Internal and External Customers
Mission and Vision for Internal Customer
Options
Descriptions
Mission
Ignite the fire of humanity within self.
Vision
A bridge between an unemployed and the society
Mission and Vision for External Customers
Options
Descriptions
Mission
Creating a lasting solution to unemployment
Vision
A world without hunger, poverty and unemployment
As per Kurtz et al. (2012), in general, there are two kinds of customers present in the entire
market. One is the external customers and another one is the internal customers. External
customers are the main customers of every business firms. The mission and vision of the
customers are more important with respect with external customers. External customers are those
customers, which are found beyond the boundary of the organization (Thorson and Duffy, 2012).
On the other hand, the concept of the internal customers is those customers, which are found
inside the organization. The external customers are the ultimate customers of the organization.
All the companies needs to be more emphasized on the demands and wants of the external
customers as it is their primary mission. All the organizations depending upon the nature of the
business needs to conclude the mission and vision of both the external customers as well as the
internal customers.
Internal
Customers
External
Customers
Figure 1: Groups of Customers
(Source: Nguyen et al. 2012, pp-535)
2.2 Product Standards
There are some specific rules and regulations regarding all the products (Nguyen et al. 2012)
Depending upon the nature of the business all the companies follows some basic rules and
regulation in order to maintain product standard. Some basic standards are maintained by all the
companies.
2.2.1 Product Dimensions
Product dimensions mean the specifications of the product. To make the product attractive, the
concept of product dimensions is applicable. But our NGO isn’t a physical product whose
dimensions can be added and a fancy packaging would be able to attract people. Instead we will
be making sure that we arrange enough public seminars and our work is highlighted in the
media. Secondly, we must try to initiate various innovative programs like small entrepreneurial
programs for immigrants, making them legal and providing them support. We will make sure
that NGO is personable and connects with investors and other people. The message we are trying
to give must make an impact and for that, we will be arranging fund raising events at local
villages and small towns to capture the image of local people and give them a chance for startups and we will also arrange high end seminars to capture companies’ attention.
2.2.2 Product Pricing
According to Kotler and Armstrong (2012), pricing is as one of the most important factors in the
entire market. At present, there are four basic kinds of marketing structures. Depending upon the
required market formation, all the organization depending upon the scenery of the business
adopts different kinds of pricing strategies. There are two main objectives of the organization
(Kotler et al. 2012). The first objective is to increase the sales and on the other hand; the second
objective is to increase the profit margin. If any particular company wants to maintain these two
objectives, the particular company needs to implement a unique pricing strategy. Our NGO needs
to adopt a continuous process in the entire pricing strategies. We will use Ability to pay strategy
for our service and the reason for using this strategy is to create a sense in customer’s minds that
we know them and we care for them and we have complete information about them and people
can donate as per their income if they want to. But otherwise we don’t want to create dependency
on anyone and try to lure people by our initiatives.
2.2.3 Product Material
Product material means maintaining the quality of the products. The job of the company is to
maintain a good quality level with a unique pricing strategy. We will also use follow the money
strategy and allow donors to dictate the scope and direction of our strategies and activities or else
we will not receive any funds, as the old saying goes, “Beggars can’t be Choosers”.
2.2.4 Product Delivery
To build a strong customer service management, all the companies needs to focus on the proper
delivery line. All the companies depending upon the nature of the business should maintain a
proper delivery line. Day to day delivery system must maintain properly. Delivery system needs
to be developed and maintained properly. Since our NGO won’t be needing any delivery method,
but we have to make sure that we send invites to our sponsors on time and also arrange some
vehicles to pick up from the homes/offices then drop them on to our events and return them
through their homes.
3.0 Policies and Procedures
Depending upon the marketing structures, all the companies needs to develop all the strategies
accordingly. Every organization is depending upon the nature of the business tries to increase the
sales level and maintains a proper level of profit. To maintain these two factors, all the
companies need to adopt unique policies and procedures. Policies of our NGO will be customersavvy which are discussed in the later part.
3.1 RATER Model
RATER Model implies Reliability, Assurance, Tangible, Empathy, and Responsiveness.
Reliability needs to be developed order to build up service dependency and accurately. Assurance
is required to inspire the confidence and trust of the customers. Tangibility and Empathy must be
developed and maintained properly (Thorson and Duffy 2012). Responsiveness needs to develop
to build a proper responsible channel between the customers and the sellers. Rater model is
considered as one of the most important marketing tools which is used for customer service plan.
The reliability will be experienced when we will press all the customer touch points by not just
asking them for donations but continuously inviting them for the initiatives and programs held
for fundraising. If a customer has any complaint then it can contact us at any time by any means.
And we will also make sure that if customer has any idea about our NGO then we will invite
them for discussion. Tangibility will come when we will have billboards, linking with popular
companies and restaurants and other brands where a purchase will result in a percentage amount
of donation to our NGO. Then we will link with popular banks for making donations and our
social media pages will be designed and updated regularly. Next is our office which will have
various branches in the city as well as suburbs too. Reliability will be created when we will
create an image in the minds of consumers by inviting for humanitarian works and
communicating them through social media. Our employees will be trained carefully that they
depict empathy to support this rater model and we will be remembering them on every occasion.
For Assurance we will make sure that our social media page is updated regularly and media
depicts our good image. Secondly, we will also make sure that we send photos of events and
keep our investors and donors updated for future and upcoming events. Responsiveness, any
suggestions and ideas will be welcomed at our NGO and people who need our services can come
to us directly for help.
Reliability
RATER
RATERModel
Model
Responsiveness
Assurance
Empathy
Tangible
Figure 2: RATER Model
(Source: Daniel and Sarah 2012, pp-235)
3.2Feedback System
To build a strong customer service plan, all the companies needs to install a proper feedback
system. The job of this particular feedback system is to answer all the queries of the customer
within a specific time (Daniel and Sarah 2012). There are two kinds of the feedback system. One
is the positive feedback back system, and the other one is the negative feedback system. All the
companies need to give more emphasize on the negative feedback system. Feedback system
helps the entire organization to conclude about the different kinds of plans and proceedings of
different employees which is used for customer service plan. We will make sure that we also our
stakeholders in decision making by listening to them, providing them complete information. Our
NGO feedback system will put local people, companies and those who will get help from us in
the driving seat and they will be able to comment on the following factors:
Quality and quantity of services people received
Employee attitude towards them
The credibility and understanding of the NGO
How people’s lives have changed with the entry of our NGO
Figure 3: Feedback System
(Source: Daniel and Sarah 2012, pp-235)
3.3 Managing Records and Data
All the companies need to maintain a proper customer database management. This data base
system will maintain all the records and data of the customers. Maintaining a proper database
system will ensure the company to keep the entire system updated. Our NGO will have a
complete record of each and every donor which they can access from anywhere and anytime.
They can also see that where their donation has been used up and how their donations are
changing people’s lives. It will also help us to send altered promotions as per customer needs and
wants.
4.0 Quality of customer service
In order to maintain a good quality in the customer care service all the companies depending
upon the nature of the business emphasize on two particular factors one is the customer retention
policy and, on the other hand, is the customer relationship management. These two factors
related with each other (Dr.k.vanitha, 2012). If the customer relationship management
maintained properly, it would increase in maintaining the customer retention policy. These are
the two factors, which will ensure the development of strong customer’s service plan.
Building a data centric culture will enable our NGO to better understand our donors and interact
with them in targeted ways. At the end of the day, we will make sure that our donors feels valued
and all this will be done through intentional and personalized communication by reaching out to
them. Secondly, we will make it easy to connect to the people through various platforms like
social media, whether they are people that were involved in our cause in the past and now
thinking to leave or left our NGO and those who are anticipated to involve it but are not able to
join due to some hindrance. Every positive and unique experience creates a stronger connection
and create a WOW factor with our campaigns. One campaign that we have in mind is an annual
event where people from all over the world will gather to show case their talents and start-ups,
investors will be invited to sponsor in those start-ups. All this event will be covered on social
media.
.
Customer
Customer
Retention
Retention
Policy
Policy
Customer
Customerservice
service
Customer
Relationshi
p
Managemen
Figure 4: Quality of Customer Service
(Source: Dr.k.vanitha, 2012, pp-265
t
Reflection Plan
Starting from the customer retention, what we have decided, is to send a creative donor welcome
pack and unique new donor thank you packages, send heartfelt, hand-signed thank-you notes
promptly which will be written by us and people who benefited from their donation and make
them as personal as possible. Other than this, we will create and publish a donor-driven, storyfocused newsletter quarterly in a year and invite donors to all our events to create a feeling that
we do not need them for monetary purpose only but to make them realize that how they are
actually creating this world a better place.
For us R-E-S-P-E-C-T is the key to donor retention:
Respect donor wants and what they have donated no matter its large or minimal, a single drop of
water also contributes in making a sea.
Enlist your Fundraising colleagues in a segments so each one of them gets the correct offer and
promotion every time.
Start-up a donor advisory board online/offline, where our employees and donors will be able to
help newbies and other donors and they can also provide suggestions and make complaints.
Put together a team which listens to donors
Execute a system to record, share and analyze donor’s information throughout our NGO
Course-Correct at any time and agility to change a fundraising strategy to what donor wants
right now.
Take a collection of what is not working and ask the donor advisory board and donors
themselves that how to make it better.
Conclusion
This topic mainly deals with the plan of customer service. Different kinds of theories and
concepts applied in order to develop a strong customer service plan. The two main factors,
Customer Retention and on the other hand Customer Relationship management strategies for an
NGO are diversified in this particular assignment.
Reference List
Chris Adalikwu,. 'Customer Relationship Management And Customer Satisfaction'. Afr. J. Bus.
Manage. 6.22 (2012): n. pag. Web.
Daniel, Sarah. Principles Of Marketing. [S.l.]: Kendall Hunt, 2012. Print.
Dr.k.vanitha, Dr.k.vanitha. 'Customer Relationship Management On Customer Satisfaction'. IJSR
3.4 (2012): 1-3. Web.
Kotler, Philip, and Gary Armstrong. Principles Of Marketing. Boston: Pearson Prentice Hall,
2012. Print.
Kurtz, David L, and Louis E Boone. Principles Of Contemporary Marketing. Australia:
Southwestern Cengage Learning, 2012. Print.
Nguyen, Bang, and Dilip S. Mutum. 'Customer Relationship Management: Advances, Dark
Sides, Exploitation And Unfairness'. IJECRM 6.1 (2012): 1. Web.
Kotler, P. and Armstrong, G. (2012). Principles of marketing. Boston: Pearson Prentice Hall.
Thorson, E and Duffy, M. (2012). Advertising age. Mason, OH: South-Western Cengage
Learning.
