Given the importance of customer service as a marketing tool, many companies have set up strong customer service departments to handle complaints and adjustments, credit service, maintenance service, technical service and consumer information. Many others have set up hot lines to handle consumer complaints and requests for information. By keeping records on the types of reel lies t and complaint, the customer service department can press for needed changes in product design, quality control, high-pressure selling and so on. An I active customer service department co-ordinates all die company's services, creates consumer satisfaction and loyalty, and helps the company to further set itself apart from competitors.
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