Developing customer care training programmes

Customer care, a fundamental approach to standards of service quality, involves: 1. understanding customers and what they expect, 2. establishing methods of measuring the standards of service quality provided, 3. all employees in setting and constantly improving standards of service quality, 4. deve...

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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:
Bank marketing
Competitive advantage
Customer services
Employees
Guidelines
Market segments
Market strategy
Marketing
Quality of service
Suppliers
Training
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Summary:Customer care, a fundamental approach to standards of service quality, involves: 1. understanding customers and what they expect, 2. establishing methods of measuring the standards of service quality provided, 3. all employees in setting and constantly improving standards of service quality, 4. developing systems, organizational structures, and styles of management that enable people at the customer interface to make customer care decisions on their own initiative, and 5. communication. To initiate a customer care program, it is necessary to gain the support of top management, insist on obtaining adequate resources, identify the key opinion formers below top management, conduct customer research, schedule a continuous program of activities of developing intensity, and monitor and review the program. At the heart of customer care are self-analysis and customer analysis.
ISSN:0265-2323
1758-5937