Klantediensprogram vir Iscor Spesialiteit Stale

Abstract

Steel producers in South Africa are finding it increasingly difficult to achieve long term goals due to the level of competition in the industry domestically, as well as being under threat from overseas producers. The objective of the study was to research customer service in order to formulate a model for the successful implementation of a customer service programme. The present level of expectation and perception of customer service was established by making use of the Servqual questionnaire. The outcome of the questionnaire showed a value of -0,73, which is below the zero point, where customer perceptions meet their expectations. A model for the successful implementation of a customer service programme was recommended. This model consists of five points i.e. establishing of organisational values and goals, determination of the present state of customer satisfaction, the identification of causes relating to the poor levels of service, the implementation of actions to rectify the poor levels of service and measuring and monitoring of these actions. It was recommended that with the total commitment from top management, a program can be successfully launched that will lead to a change in the approach to customer service and an improvement in the level of service to customers.