Customer service is the provision of service to customers before, during and after a purchase. According to Turban et al. (2002),[1]
Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation.The importance of customer service may vary by product or service, industry and customer. The perception of success of such interactions will be dependent on employees “who can adjust themselves to the personality of the guest,”[2] according to Micah Solomon. From the point of view of an overall sales process engineering effort, customer service plays an important role in an organization’s ability to generate income and revenue.[3]
From that perspective, customer service should be included as part of an overall approach to systematic improvement. A customer service experience can change the entire perception a customer has of the organization.Some have argued[4] that the quality and level of customer service has decreased in recent years, and that this can be attributed to a lack of support or understanding at the executive and middle management levels of a corporation and/or a customer service policy. To address this argument, many organizations have employed a variety of methods to improve their customer satisfaction levels, and other key performance indicators (KPIs).[citation needed]
