A guide to treating customers fairly
Encouraging firms to deliver great customer service may be obvious advice. However, the ongoing feedback and complaints from consumers in a variety of industry sectors seems to indicate that firms still have a lot to learn in order to improve their customer service.
A key challenge for firms is that their customers today, will be different tomorrow and there is an ongoing need to adapt their service continuously to meet the changing expectations and needs of their customers. Otherwise, firms may find that they become irrelevant to tomorrow’s customers.
A better customer service culture is one where a firm delivers the right customer experience for its target customers. It is a culture where the delivery of a better customer experience pervades the firm.
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