Using customer service to position a business


Below is a list of Business Case Studies case studies organised alphabetically by company. To view more companies, please choose a letter from the list below. However, customer service is only a small part of the overall offer. For example, a customer may expect good service when buying some new shoes, but this is unlikely to be the main factor in deciding whether to make a purchase. Factors like price, comfort, style and brand are likely to be more persuasive. Customer service is more important for businesses that provide services rather than physical products. In fact it is often good customer service that wins and keeps customers in the first place. Many service industries provide essentially similar products. For example, all hotels provide accommodation and most offer food as well. All banks offer customers current and savings accounts. It can be difficult to differentiate between service products. They have intangible qualities. This is why it is important to ensure that customers have a good experience. Good customer service can be used by businesses to position themselves in the marketplace. Positioning helps an organisation to become distinctive. It helps consumers to make choices. It provides a range of banking services, offering…

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