Customer service is not a new topic in marketing. Although most marketing texts cover customer service in some form or another, the topic is generally not given the attention it deserves. In a society where customers are becoming more informed, more protected and more demanding than in the past, it makes good business sense to ensure that your customers receive a high level of customer service. After all, a happy customer is a satisfied customer, and a satisfied customer will remember the experience and purchase from you again and again.
Customer Service draws together the important issues regarding customer service. It addresses all the key elements which need to be considered when developing a service strategy for a business. The text is not only written with undergraduate students in mind, but also for the entire spectrum of businesses – both large and small – and for employees at all levels.
This book:
- Considers the topic of customer service within the context of its role in marketing strategy
- Stresses the importance and role of verbal and non-verbal communication
- Highlights the role that physical evidence plays in supporting a service strategy
- Addresses the causes of service failures and how to fix them
- Provides guidance on how to develop a service system
- Shows how technology can be used to enhance customer service
- Gives advice on how to develop and train staff to deliver exceptional customer service
- Addresses the important issues of quality, value, expectations and satisfaction and why they form the foundation of a service strategy
- Outlines the concept of customer experience management and how to apply it to a business
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