This document discusses customer care and service. It defines customer service and satisfaction, outlines customer expectations and perceptions. It describes some examples of good customer service practices. It also discusses the challenges of providing excellent customer service, including organizational pressures on service providers and barriers like poor communication, attitude, and inadequate training. Finally, it emphasizes the importance of customer service and the costs to businesses of losing customers due to poor service.

1. “ Managers do not control the quality of the product when the product is a service . . . . The quality of the service is in a precarious state – it is in the hands of the service workers who ‘produce’ and deliver it.” -Karl Albrecht

2. Customer Care Week Two What is Customer Care?

5. Pressures on service providers

6. Effects of organisational and customer pressure

7. Protecting providers from the pressures

13. Service quality and its factors

19. External Marketing

20. Internal Marketing

21. Interactive Marketing

22. The results network

25. Reasons for not complaining Adapted from Johnston and Fern (1999). 32

26. Service failures by type

27. Customer reactions to service failures

28. Figure 11.3 Relationship between satisfaction and loyalty

29. NPS = % of promoters – % of detractors (Reichheld, F. 2006)