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This module will be particularly relevant to individuals working in an existing business environment and who want to implement a customer service program. Customer service is a set of activities undertaken by a business whose purpose is to enhance customer satisfaction. Satisfaction is the difference between how a customer expects to be treated and how he or she perceives having been treated. Customer service means all features, acts, and information that augment the customer’s ability to realize the potential value of a core product or service. Customer service is more than just the product or service itself; it includes the warranty that comes with it and all of the other niceties that we expect. In designing your products, customer service should be integrated into it at the early stages of its development. In this module, we will specifically extend your knowledge of the Product (or service) function of the marketing mix. We will explore the six key steps in setting up an effective customer service program: Strategy, Leadership, Personnel, Design, Infrastructure, and Evaluation.
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