The new book “Closing the Service Gap” by academic Benjamin Laker and published by FT Publishing International, is based on extensive research.
It explores factors that contribute to customer service gaps, how they impede an organisation’s success and then offers strategies to overcome these challenges.
Laker, who serves as professor of leadership and director of impact and global engagement at Henley Business School of the University of Reading, UK, was also in Malaysia last week to promote his new book.
In reference to the adage “customer is king”, Laker wondered in his book if businesses have forgotten its true importance, or have they let it slip by in the chaos of the 21st century.
“Prioritising customer experience is essential for long-term success and competitive advantage. Customers should be the centre of all operations and service delivery efforts – from product design and marketing to customer service,” Laker stated in his book.
Laker has held many portfolios, including governmental advisory of British and American administrations. His other academic outing is as a visiting fellow at Birkbeck University of London.
He is also a contributor at Forbes magazine where he has established a column on economics and politics to provide commentary on global affairs for leaders.
The new book, which has been touted as a go-to guide for customer service, has been endorsed by tech giants Google, Microsoft and Apple as well as The Wall Street Journal.
While at Apple’s Global Learning Summit held in Singapore University of Technology and Design last week, Laker shared several key strategies on how to gain a competitive advantage in customer service.
These include ensuring that employees are aligned with customer needs and expectations, measuring customer experience, and consistently improving the delivery of service.
Laker’s interest in Asean is reflected in his recent Forbes article about the rise of the region.
His insights are said to offer a new perspective to organisations in the Asia-Pacific region on how to bridge the service gap and improve customer experience.
The book will be available for pre-order from March 21.