When you have completed CHAPTER 13, you should be able to:

• Explain the importance of good customer service.
• List some strategies for maintaining good customer service.
• Discuss ways to improve contacts with customers.
• Suggest ways to respond to customer-service needs.

When you have finished Section 13.1, you will be able to:

• Explain the concept of customer service.
• Understand the importance of customer service.
• Explain the difference between external and internal customers.

When you have finished Section 13.2, you will be able to:

• Define a customer-focused organization.
• Understand the importance of positive customer contact.
• Discuss customer-service guidelines.
• Discuss the usefulness of PDAs and laptop computers.
• Explain how companies can be accessible to their customers.
• Understand the importance of knowledgeable responses to customers.
• Explain the role of continual contact with customers.

When you have finished Section 13.3, you will be able to:

• Describe the importance of initial and continuing customer contacts.
• Discuss procedures for receiving the public.
• List guidelines for effective telephone communication with customers.
• Identify the expectations of customers when they call a company.

When you have finished Section 13.4, you will be able to:

• Discuss ways to respond to customer-service needs.
• Specify ways that Web site operators are making their sites customer-focused.
• Explain why telephone technology can be a detriment to customer satisfaction.
• Identify the advantages and disadvantages of customer-service policies or procedures.