The importance of excellent customer service
A Portakabin case study

Page 1: Introduction

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With a proven track record in supplying the highest quality accommodation, Portakabin hires and sells permanent and relocatable buildings. Clients include hospitals and schools, government ministries, universities and major business players such as Sony, Vodafone and Tesco. Its mission statement, as stated on its website, is: 'To provide peace of mind for our customers across Europe through...
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Page 2: What is customer service?

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A business cannot exist unless it has customers to buy the products it wants to sell. Customer service is the term used to describe what happens at the points at which the customer comes into contact with the business. Usually it is split into four parts:   At Portakabin, customer service is key during the process of buying or hiring a building, from a single office...
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Page 3: Why is customer service so important?

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Customers of a business can be new ones or current ones returning to buy more. The significance of good customer servicecan be shown in financial terms, as it costs at least five times as much to win a new customer as it does to keep a current one. Much of the profits of most businesses rely on repeat custom. Portakabin may be the market leader, but if it had poor customer service, clients...
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Page 4: Market research: how to find out if customers are happy

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It is important for Portakabin to find out what inspires loyalty in its customers so it can encourage them to remain so. One way is to see how many are willing to come back for repeat purchases, but it is also vital to know why they return. This is the reason Portakabin carries out thorough market research. Market research is the collection of data that can be used to see how well a business is...
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Page 5: Improving customer service

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Because service excellence is linked with customer loyalty, Portakabin is keen to further improve it. Senior managers have given customer service a high profile and all departments make service excellence a priority for internal and external customers. Internally, success is flagged up in the Legendary Service staff booklet and in the company's monthly briefing and customer magazine, Insider...
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Page 6: Conclusion

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It is clear to Portakabin that good customer service is vital. It is aware that satisfied customers return to the business and ensure that healthy profits are made. They also help to build a good reputation. Working hard to make certain that this gets even better, Portakabin uses market research and different types of data to ensure it gets a clear message about what customers do and don't like...
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