That situation is changing, due to the adoption of Customer Relationship Management throughout industry. Excellent customer care is the most important method for improving customer loyalty. Customer service personnel are the front line troops in the battle to win customer s loyalty. To provide good customer care, customer contact personnel have to be empowered with information and the authority to make decisions and to act in the customer s behalf. In other words, marketing is no longer a business of thinking up clever advertising and direct mail pieces.
Good marketing involves everyone in the company who has contact with customers.
Marketing and customer service are coming together. All C ustomers are not Alike Some customer service advocates say, We will give super service to all of our customers. This are lofty sentiments, but a bad idea. Companies are learning that we must not treat all customers alike, because all customers are not alike. Some are loyal and put all their trust in us.