Question:

"Customer care has long been a major training requirement for organizations which seek the so-called "sustainable competitive advantage". This comes as no surprise when we take the range of options which we all have available when we come to buy a purchase. Most markets are oversupplied and product innovation is the norm rather than the exception. In this environment, non-product bene?ts - and customer care is a major example - are required. Any company which aims to be successful must aim to retain its customers"

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

(b) Many organizations find it difficult to deal with complaints or rectify them. According to the organization you are familiar with, describe fully how it is going to deal with a particular customer problem.