EFFECTIVE CUSTOMER CARE

CUSTOMER SERVICE POLICIES Customer care statement/strategy: this is a statement about the standard of service a customer should expect. Service level agreement: this is an agreement with the customer about what the organisation promises to do. Complaints procedure: this should state the procedure to be followed to deal with a customer complaint.

BENEFITS OF GOOD CUSTOMER CARE High staff moral and motivation — increased productivity Low staff turnover Satisfied, loyal customers Good reputation Competitive edge Increased market share

CONSEQUENCES OF POOR CUSTOMER CARE Demotivated staff Dissatisfied customers High staff turnover Poor reputation Downfall of the organisation

MONITORING AND EVALUATING CUSTOMER CARE Mystery shopper Satisfaction surveys Customer focus group Loyalty cards Market research Quality management systems