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Learning customer service from real life situations

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Poor customer service experiences can undermine all of a supplier's efforts in providing a quality product to a customer. Positive customer service experiences breed customer loyalty and generate profits. In spite of customer service being an aspect of strategic importance in today's business context, most businesses need to know the key enablers of customer service so that they can always deliver excellent customer service by effectively and efficiently dealing with difficult or uncommon situations. This paper seeks to find the key drivers of customer service by analysing four real life but uncommon customer facing situations in the Indian steel market. Through qualitative analysis it has been found that customer service culture, commitment and leadership are the strongest enablers of extraordinary customer service and companies need to take a holistic view of these ingredients to ensure that customers are always served with distinction.
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Keywords: CRITICAL INCIDENT; CUSTOMER SERVICE; CUSTOMER SERVICE EXCELLENCE; QUALITATIVE ANALYSIS

Document Type: Research Article

Publication date: June 1, 2013

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