Managing Customer Service, 5th Edition

Session BWhat is customercare?

              1  Introduction

Customer care is often misunderstood. People tend to assume that:

    it is all about being courteous and friendly to customers;

    only customer-contact staff need to bother about it.

This is quite wrong: customer contact is an important area (which we will look at in Session C), but seeing polite smiles is not the customer’s top priority.

Customer care is in effect part of marketing, ...