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.
You only have ...