Customer Service Issues
The questions as follows can be used as a guide in developing a sound customer service policy and statement and appropriate standards of performance.
(1) What do customers feel about present levels of service?
(2) Do their perceptions match up with ours?
(3) How do our services compare to those of our competitors?
(4) Are we using appropriate standards and measurements to monitor our service performance?
(5) Is it possible to segment our customers according to the varying degrees of service they require?
(6) Can we produce the same levels of service we are presently providing in a more cost-effective manner?
(7) Can improved customer service be used as a strategic weapon to provide an important competitive advantage?
(8) In the minds of our customers, how important is service compared to other elements of the marketing mix, such as price, promotion and products?
45 Comments