TABLE OF CONTENTS What happens when customer service goes wrong and customers criticize, lose faith and leave? How do you communicate the value proposition to customers? Understanding the nature of your offer and the way you offer it should provide essential clues to addressing the customer challenge.
Here we look at some of the elements of customer service that may need to be addressed to stay ahead of the game and improve customer satisfaction. This theme explores what product and service management means and how it can be improved.
Increasingly legal and ethical dimensions are an area of concern for many customer organisations. Find out how suppliers can turn them into a competitive advantage.
The final stage in the customer service process is to monitor customer satisfaction and after-sales service.
In this theme you will:
Learn about customer satisfaction and what happens when it goes wrong
Examine how the marketing offer can be improved through products and services
Understand how legal and ethical issues can be turned to competitive advantage
Monitor customer value and examine after sales service.
Quality in a service or product is not what you put into it. It is what the client or customer gets out of it.
Peter Drucker
A product is often more complex than it first appears. Understanding the product and perhaps more importantly, the particular customer needs the product fulfils is crucial to marketing success.
We will look at:
the concept of the total product
product life cycle
product portfolio models
