Customers, process and people

Customer service describes the activity of identifying and satisfying customer needs and, over time, exceeding customer expectations. This case study focuses on how Standard Life has extended its marketing mix beyond the traditional four Ps, Product, Price, Promotion and Place to create a modern focus on Customers, Process and People. This extended marketing mix involves: listening to and understanding customer requirementsdesigning processes to meet these requirementstraining and developing Standard Life’s people to operate the processes. Service lies at the heart of the modern service organisation…