Customer service requires meeting customer expectations. It’s really that simple. The research of Valarie A. Zeithaml, A. Parasuraman, and Leonard L. Berry in the 1980s found customers measure their expectations of service with the actual service provided to them. If you meet or exceed their expectations, they feel you are interested in them and they will be interested in you in return; therefore, they are satisfied. If you don’t, they will be unsatisfied … and well … we all know what that means … they take their business elsewhere. Let’s not make them do that!
Customer Service: Assurance
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