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. This book draws together the important issues with regard to customer service. It addresses all the key elements that 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.