1. EFFECTIVE CUSTOMER CARE

2. CUSTOMER SERVICE POLICIES
Customer care statement/strategy: this is a statement about the standard of service a customer should expect.
Service level agreement: this is an agreement with the customer about what the organisation promises to do.
Complaints procedure: this should state the procedure to be followed to deal with a customer complaint.

3. BENEFITS OF GOOD CUSTOMER CARE
High staff moral and motivation — increased productivity
Low staff turnover
Satisfied, loyal customers
Good reputation
Competitive edge
Increased market share

4. CONSEQUENCES OF POOR CUSTOMER CARE
Demotivated staff
Dissatisfied customers
High staff turnover
Poor reputation
Downfall of the organisation

5. MONITORING AND EVALUATING CUSTOMER CARE
Mystery shopper
Satisfaction surveys
Customer focus group
Loyalty cards
Market research
Quality management systems