GETTING CLOSER TO THE CUSTOMER

Abstract

Customer satisfaction is the key to repeat business. Dissatisfied customers not only switch brands but spread their dissatisfaction. Managing the customer requires a strategy for customer care that involves a number of interfaces: management‐customer, staff‐customer, management‐staff, customer‐system, and management‐system. Each interface is defined.

Citation

Thomas, M.J. (1988), "GETTING CLOSER TO THE CUSTOMER", Marketing Intelligence & Planning, Vol. 6 No. 1, pp. 28-31. https://doi.org/10.1108/eb045760