Question:

"Customer service is an organization's ability to supply their customers' wants and needs. Customers and business managers alike like to talk about what good customer service is (and isn't), but I think this definition by ACA Group sums up what excellent customer service is beautifully: excellent customer service (is) the ability of an organization to constantly and consistently exceed the customer's expectations".

(a) Customer care is at the heart of any successful service organization. Discuss the importance of customer care?

(b) There are numerous benefits for a company to properly deal with customer complaints. Select any service organization and describe the benefits of appropriately rectifying a customer complaint.