A fully revised and updated new edition of this bestselling and unique text that explains not only the theory behind the importance of customer service but also acts as a guidebook for those wishing to put this theory into practice. In essence it is the �whys' and �hows' of customer service. . In essence it is the �whys' and �hows' of customer service. Fully updated with current statistics, trends, and examples, it is full of references to all the latest research from both academic and practitioner literature. Chapters cover important topics such as the financial and behavioral consequences of customer service, consumer trends influencing service, developing and maintaining a service culture, managing service encounters, the importance of market research, building and maintaining customer relationships, providing customer service through the servicescape, the impact of technology on customer service, the importance of service recovery, and promoting customer service internally and externally.