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Customer satisfaction key to business success

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In today’s ever-changing and competitive marketplace, there’s one thing that remains constant in every successful business: the importance of maintaining a high level of customer service. The concept of displaying exceptional customer service may seem like a status-quo business procedure, but it can truly be the determining factor of a business’ success or failure.

Customer service guru Paul Timm indicates the No. 1 action tip for superior customer service— greet customers like guests.

For a customer, walking into unchartered waters (a new business) can be stressful. The business has a great opportunity to alleviate any uncertainty for the customer by simply offering a friendly greeting. After all, would you want to give your business to someone who doesn’t acknowledge your presence?

Superior customer service throughout the transaction, and more importantly after, often sets companies, and employees, apart from one another. This concept is being preached on a daily basis to students in the College of Business & Technology (CBT) at the University of Nebraska-Kearney.

Marsha Yeagley, Senior Lecturer in the Marketing/MIS Department at UNK, says, “Customer service goes beyond the typical service after the sale. It is not only listening and responding to a client’s issues. CBT students who are engaged in customer service are committed to relationship building, and they know that it matters what they do when no one is looking. They know they must say what they mean, mean what they say, and always follow through in order to build trust.”

Teaching business concepts such as this is what makes the College of Business and Technology at UNK one of only a few colleges in Nebraska accredited by the Association to Advance Collegiate Schools of Business.

Students who graduate from the CBT are eager to take this principle learned in the classroom and put it to use in real-life situations.

Dean of the CBT at UNK, Dr. Tim Burkink, states, “This is the essence of our focus on experiential learning. We teach our students about the theory, strategies and tactics of customer service, for example. And then we create opportunities for them to apply what they have learned in a real-world setting, perhaps in an internship or by serving as a consultant for an area business.”

It’s difficult for a student to value the importance of customer service without having the chance to experience it firsthand, which is why business majors at UNK are fortunate to have this opportunity embedded in their program.

About the Author

Dustin Favinger
Career Center Director, College of Business and Technology, UNK
Dustin has a master's degree in Physical Education, specializing in Sports Administration from UNK. He was previously Vice President of Operations at the Viaero Event Center and the Tri-City Storm from 2010-14.

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