customer service

customer service

the marketing and technical functions within a firm, which deal direct with customers. Customer services can involve offering pre-sales services, such as providing advice to customers on their product needs; and AFTER-SALES SERVICES, such as repair and maintenance back-up and the replacement of faulty products or parts. Customer services are an important part of the MARKETING MIX, serving to attract new customers and reinforcing BRAND LOYALTY among existing customers. See GUARANTEE, CUSTOMER SERVICE LEVEL, CALL CENTRE.

Collins Dictionary of Business, 3rd ed. © 2002, 2005 C Pass, B Lowes, A Pendleton, L Chadwick, D O’Reilly and M Afferson