Customer Service: An Ethical Issue

Business Ethics: Using Top Quality Parts

Today, every business recognizes the importance of its customers to enhance its longevity. Indeed, customers, even more than investors, are responsible for the strength or weakness of a business. If the customer base is weak and relationships are not up to par, it is more than likely that the business will also suffer. For this reason, businesses have certain codes of ethics when entering into relationship with their customers to optimize these relationships. This is echoed throughout business publications, since a high sense of ethics fosters positive and high quality customer relationships. This, in turn, will create a positive image of the company among customers, who will in turn spread the word regarding the excellence of the company. For this reason, On-Time Technology Products (OTTP) cannot in good conscience succumb to pressure, even from large investors, to save expenses in unethical ways, including using cheaper and lower quality parts for its products.

In addition to taking great pride in its products, OTTP is also most highly concerned with earning customer loyalty. This can only be done by offering customers the quality they expect from the products received, and more. Specifically, honesty and fixing problems are among the most important actions OTTP as a business must take to foster healthy customer relationships. Customer loyalty will be reciprocal if the company is also loyal to its customers by backing up its promises. OTTP has built this loyalty for years by using high quality parts to manufacture its products. Suddenly turning to cheaper parts will constitute nothing short of customer betrayal, which will certainly not foster any further loyalty. Indeed, not meeting quality expectations and asking the same price for products of lower value are among the value turnoffs that customers may experienced. OTTP is not in business to turn off its customers; indeed, the products are meant to be used and enjoyed for a minimal number of years. This is a promise in which OTTP takes great pride.

According to Knauss (2010), company ethics should be practiced in a uniform way throughout the business, not only by all managers and employees, but also by business associates. Hence, if an associate is engaged in less than ethical practices, the company should feel obliged to address the matter. This is also the case for OTTP. The company cannot abide by unethical practices when it is itself committed to excellent customer service to the extent that it would not cut corners in terms of quality. Customers must be able to continue trusting the company, or OTTP is in danger of losing its customer base and potential future customers as well.

Stack (2014) also emphasizes a company's relationship with its customers as key to its success. She lists seven beliefs about customer service and relationships that would assist a company to optimize its dealings with those who use its products and services. One such belief is that the company is here because of its customers, in tandem with which the second belief states that a company's customers are its future. OTTP cannot ignore this in favor of investor funding.