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Customer service is the provision of service to customers before, during, and after a purchase. This makes it an important part on the value chain of clients. Each industry requires different levels of customer service, but at the end, the idea of a well performed service is that of increasing revenues. The perception of success of the customer service interactions is dependent on employees "who can adjust themselves to the personality of the customer". Customer service is often practiced in a way to reflect the strategies and values of a firm. Good quality customer service is usually measured through customer retention. Customer service for some firms is part of the firm’s intangible assets and can differentiate it from others in the industry. One good customer service experience can change the entire perception a customer holds towards the organization.Customer service does not only focus on the external aspect of the organization, but also the internal relations that facilitate the business activity. For service firms, customer service plays a vital role due to the close interaction with clients, like in the healthcare, or legal industries.[2] When close interaction is not required, there are different methods to still provide individuals with a sense of attention. For instance, when withdrawing money from an ATM, or skipping the line in an amusement park. Customers still receive the service they are looking for in a direct level, without face-to-face interaction. The evolution in the service industry has identified needs from consumers. Companies usually create policies or standards to guide their personnel to follow their particular service package. A service package is a combination of tangible and intangible characteristics a firm uses to take care of its clients.

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