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