1. Customer service

2. Customer service is concerned with the activities affecting the customer before, during and after a sale takes place.

3. Key components of customer service Information – includes information provided directly by employees to customers as well as other materials such as leaflets and websites Specialist attention – advice should be accurate and readily available After-sales service – includes delivery, packaging, guarantees, complaints procedures, refunds & exchanges Convenience – location and access as well as other considerations such as payment methods and car parking

4. Delivering customer service Market research – by finding out what customers expect, companies can take steps to meet these expectations Training – this includes training on how to deal with customers, as well building knowledge about the products and services being offered Quality assurance procedures e.g. quality control checks on customer service or TQM

5. Measuring customer service Methods of measuring customer service include: Customer satisfaction surveys such as exit surveys as customers leave a store Mystery shoppers Focus groups Online feedback – customers may be encouraged to provide online feedback by employees in store

6. Benefits of good customer service Repeat custom Increased colleague satisfaction and motivation Competitive advantage Word-of-mouth recommendations Can provide a Unique Selling Proposition