UNDERSTANDING CUSTOMER SERVICE FOR INCREASED COMPETITIVENESS

Many companies in the UK have been forced to export to survive. A large number of such companies have failed due to their lack of understanding about the customer service requirements of overseas customers. Understanding the relative influence of each of the components of customer service, a manufacturer will be better able to develop a service package which will maximise customer satisfaction, thus giving as near as possible optimum use of limited resources. The procedures detailed here will enable marketers to benefit from understanding the needs of individual market segments.