 | | MARK 480 | Customer Service Excellence | Credits: | 3.0 | Department: | Marketing | Program: | Undergraduate |
Prerequisite: COMM 224 or MARK 201. This course explores the nature and scope of customer service, its importance in business, its impact on profitability, its dimensions, and how to manage it. Through field studies in given industries, the student will 1) identify examples of outstanding service and of very poor service to gain a better appreciation of customers' expectations and of their assessment of current levels of customer service delivery, 2) analyse service encounters to understand the many dimensions of customer service, 3) gather, evaluate, and improve existing measures of customer satisfaction to learn how companies should go about getting feedback about themselves, and 4) identify and evaluate current customer service training practices to understand whether companies are "paying lip service" or "walking the talking".
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