Customer service is now playing a vital role in every company′s attempt to improve the quality of its offering. Based on a number of real‐life projects carried out by the Marketing Improvements Group across many industry sectors, explores three main issues: why companies need a customer service culture; how to create and, more importantly, sustain the culture once developed; why having a good customer service culture is worth the time and resource investment. Also describes the process through which companies should go, in order to achieve a customer‐service culture change. These include: gaining the commitment of the whole company; the identification of the key issues; the establishment of causes; identifying how to change behaviour.
Martin, R.A. (1992), "Creating, Maintaining and Reinforcing a Customer Service Culture", International Journal of Quality & Reliability Management, Vol. 9 No. 1. https://doi.org/10.1108/02656719210007545
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