Customer Service: A Tool of Marketing?

Many companies have no customer services objectives or strategies and the service performance received by customers is ample evidence of this fact. Companies which formalise their approach, on the basis of a cost/benefit study of the marketplace, usually find considerable marketing benefits. A customer service “package” can be created that links delivery frequencies, and lead times, back‐up inventory, response to complaints and technical service in a reliable way. Consistency seems to be the key marketing weapon although a host of other variables have impact, such as consolidation and delivery flexibility.