8 Managing customers

‘A satisfied customer. We should have him stuffed.’ (Basil Fawlty, Fawlty Towers).

Customer service is one of the most volatile and visible aspects of how a business is performing, in the eyes of its most important critics – its customers.

In this chapter we’ll cover:

  • the benefits of good customer service
  • how to deliver great service
  • how to manage customer expectations
  • gathering feedback
  • the customer care department.

For customers the quality of customer service determines whether to buy in the first place and then whether or not to remain a customer, irrespective of all other factors. Quality, price and all other considerations fade into insignificance when measured against poor service.

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