1. Customer service

2. Customer service
Customer service is concerned with the activities affecting the customer before, during and after a sale takes place.

3. Key components of customer service
Information – includes information provided directly by employees as well as other materials such as leaflets and websites
Specialist attention – advice should be accurate and readily available
After-sales service – includes delivery, packaging, guarantees, complaints procedures, refunds & exchanges
Convenience – location and access as well as other considerations such as payment methods and car parking

4. Delivering customer service
Market research – by finding out what customers expect, firms take steps to meet these expectations
Training – this includes training on how to deal with customers as well building knowledge about the products and services being offered
Quality assurance procedures e.g. quality control checks on customer service or TQM

5. Measuring customer service
Methods of measuring customer service include:
Customer satisfaction surveys such as exit surveys as customers leave a store
Mystery shoppers
Focus groups
On-line feedback – customers may be encouraged to provide on-line feedback

6. Benefits of good customer service
Repeat custom
Increased colleague satisfaction and motivation
Competitive advantage
Word-of-mouth recommendations
Can provide a Unique Selling Proposition