Skills: developing customer care training programmes

Customer care is a fundamental, comprehensive approach to service quality standards. This concept calls for: 1) understanding customers and their expectations, including the use of market research; 2) establishing methods of measuring service quality standards, including effective complaint procedur...

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Bibliographic Details
Published in:International journal of bank marketing 1992-01, Vol.10 (7), p.17
Main Author: Clutterbuck, David
Format: Article
Language:English
Subjects:
Ansett, Bob
Carlzon, Jan
Corporate culture
Customer Complaints
Customer Profitability
Customer relations
Management
Mcburnie, Tony
Organizational structure
Public relations
Quality of service
Service Quality
Training
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Summary:Customer care is a fundamental, comprehensive approach to service quality standards. This concept calls for: 1) understanding customers and their expectations, including the use of market research; 2) establishing methods of measuring service quality standards, including effective complaint procedures; 3) involving all employees in the establishment and improvement of standards; 4) developing systems, organizational structures, and management styles that allow personnel with customer interface to make decisions; and 5) enhancing the quality of communications to ensure frequency, consistency, and comprehensiveness. Implementation of a customer care program requires commitment from top management, adequate resources, and the support of key leaders. Also necessary are customer research, continuous activities, and frequent review.
ISSN:0265-2323
1758-5937