2. What is customer service? Good customer service happens when a firm is able to consistently meet their customers' wants, expectations and needs. Excellent customer service is the ability of a firm to constantly and consistently exceed the customer's wants, expectations and needs.

3. How to achieve excellent customer service identify customer needs always be accurate and reliable provide information and advice provide assistance and help customer requests need to be acted upon deal with special needs if they exist deal with problems

4. Benefits to the customer of effective customer service provides a pleasant experience they feel able to rely on service they feel confident about the purchase

5. Benefits to the organisation of effective customer service gives the firm an enhanced reputation increases chances of repeat business attracts more customers increases profits

6. Benefits to the employee of effective customer service pleasant working environment satisfaction of pleasing customers more secure employment from a more succesful business