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Business Planning: A Guide to Business Start-Up by David Butler

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Chapter 11   CustomerChapter 11   serviceChapter 11   

Chapter 11 is concerned with how the needs of customers are identified and assessed, not so much in the sense of the products or the goods and services which they require, but the ways in which those products are provided, delivered and subsequently supported by the people involved in the organization. Customer service is about formulating and implementing policies and standards of behaviour and practice, which will ensure that customers’ needs are identified. It is also about developing procedures that ensure customers are treated politely, fairly and positively if things go wrong.

Invariably the customer service policy will overlap and reflect the sales and marketing plans and the quality ...

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