Customer support is a vital part of any business in Myanmar, regardless of the size and location of a company or organisation. The function of customer support is to be the first point of contact for a prospective or existing customer who has a query, problem or complaint. Whether it be through a call centre or in person, it is the role of customer support to meet the customers needs. Customer support, in essence is a part of sales and development as the attraction, and retention of the customer is vital to establishing and maintaining loyalty, and much of this is influenced by customer service support when they are contacted.
One element contributing to the importance of customer service support is the increasing competition across all sectors for their market share: people now have the freedom to “shop around”, for both products and services, and this is on a large scale. Another element contributing is the increasing use of digital media and people’s utilisation of it to air grievances regarding products and services. Take for example a bank customer receives their new card with no pin, and calls the customer service line, they are on hold for 15 minutes before finally being attended to. They then express their concerns, but are not supplied with a satisfactory answer. If the customer service support lets the customer hang up (with out escalating the issue to a supervisor) then it is possible that firstly the customer will take their business to a competitor, and secondly tell people about it, meaning that others are deterred from the product and the sales of the company are affected.
That is why customer service support workers need to be personable, well presented (especially when working in a face-to face capacity), patient (so they can understand the customers needs) and knowledgeable of their product in order to resolve issues. An excellent command of the English language is also incredibly useful (but there are many English teachers around).
Customer service support is another area in very high demand in Myanmar, considering all of the products and companies entering the market. It is also a role (like administration) that does not necessarily require formal education at an extra level, and can be seen as a stepping stone to other careers. An added bonus is that it can also be a very flexible role, meaning that study can be undertaken simultaneously.
One career advancement option is to take up a position in the area relevant to your study. For example, if one is studying accounting and finance, working in customer service support can open doors and provide exposure to the business functions of that company, and the possibly of moving into a different department is possible.
Another option for career advancement in customer service support is to move into a sales and development role as much product knowledge is acquired whilst working in the role. In either case, the exposure provided to other areas of the company and the products is invaluable.
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