News: Customer Service/Care
Customer service 'more important than ever'
05 December 2008
Customer service is more important than ever before with the country's economy slowing down, it is claimed.
The director of eDigitalResearch Chris Russel says every sale becomes more valuable as the downturn bites, meaning online retailers cannot afford to let shoppers feel they have had a negative customer care experience.
He suggests good customer service can in fact lead to greater loyalty towards brands and products.
"Online retailers should provide help and support throughout the purchase process, especially concerning the after-sales service to help build brand loyalty - the equivalent of the gold standard in this economic climate," Mr Russel urges.
His recommendations concur with comments made last week by Ossie Hopkins, one of the people behind the Institute of Customer Service.
She told online resource Public Management and Policy that the public feel "empowered" and now expect far greater levels of customer service when shopping for goods and services than previously.
