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Customer satisfaction – why is it important?

People continually strive to achieve the greatest utility they can (i.e. maximise the benefit they gain for whatever cost they incur), they migrate to the suppliers that come closest to delivering it. In other words they search for and stay with companies that do best what matters most to customers. Customer satisfaction is the phrase commonly used to encapsulate this phenomenon.
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Internal customer service

Customer experiences are formed by a series of interactions with an organisation. It is desirable but uncommon to provide 100% solutions at one source to all customer needs. The delivery of suitable outcomes is therefore dependant on a chain of service, sometimes involving a number of different internal departments or even external suppliers. The service chain is only as good as its weakest link and any breakdown will affect the customer experience and the organisational reputation.
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IVR

Interactive Voice Response (IVR) is a technology-based facility to enable a customer to interact with a computer by voice and keypad input
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Accountability

This topic explores how specific responsibility and hence accountability for customer service rests with an appropriate person and how the ethos of collective responsibility and individual accountability sit with each other.
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