Customer service is the way that staff behave before, during and after a purchase. A customer’s satisfaction with the process and likelihood to use the service again will be influenced by the service that they receive. In a shop, a ‘pushy’ salesperson will not encourage repeat business, while an informative a polite service will.

Friendly and respectful service is important from employees and managers, and this can often be challenged when conflict arises. Accepting fault and listening to the customers’ concerns is the line by which a service is often judged. A ‘no quibble’ guarantee is an effective encouragement for consumers, as well as a trial period during which the product can be returned if a user isn’t satisfied.

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