Addressing the Janus face of customer service : a typology of new age service failures

Purpose: Despite increased emphasis on customer or market orientation over the past several decades, there is considerable evidence that many customer service practices have created a “Janus face” situation in which stated marketing philosophy often differs from practice. This paper aims to explore those issues in marketing practice. Design/methodology/approach: This paper develops a typology of “new age” practices in customer service that seem to serve to annoy, alienate and even potentially harm consumers. Consumer-coping mechanisms for dealing with such practices are then discussed, arguing that the practices themselves are not in the best long-term interests of the firm. This paper concludes with suggestions for how firms can avoid a “Janus face” situation and better serve today’s educated consumers. Findings: Too many of today’s ostensibly “marketing”-oriented companies are more concerned with selling and much less concerned with retention or real relationships. Unfortunately, even if companies are doing many things correctly, this does not sound like behavior that should exist in the so-called “marketing era” in the 21st century. Research limitations/implications: The negative implication of extolling service excellence while delivering the opposite to customers is undesirable. Research that addresses the service challenges that firms face in this fast-changing marketing environment is crucial to advancing academic knowledge. Practical implications: As marketing moves into 2020 and beyond, it is critical to correct these service issues and problems. Companies cannot really afford to drive away customers in the dynamic age of relationship marketing fueled by rapidly advancing technological change. Originality/value: This paper presents a typology of “new age” customer service problems.