Customer Services – Off‐the‐peg or Tailor‐made?

The term, customer service, covers all aspects of the transaction between the supplier and the customer, and includes elements of all major functional areas of a company. Customer service is detailed and customer priorities are identified with regard to seven types of retail outlets. It is concluded that the design of the best customer service package, whether for a particular market sector, country or product, deserves as much care as the marketing of the product itself.