ABSTRACT
This chapter introduces the Fantastic Service Equation, which is the foundation for the customer service training programme. A tool for considering customer loyalty is customer relationship management (CRM). CRM focuses on building lifelong relationships with customers, and marketing products and services based on customer needs. The CRM model encourages doing what it takes to retain customers. This includes personalizing transactions as much as possible in order to gain loyalty. Personalizing increases the value an organization has to customers, and vice versa. The Fantastic Service Equation provides a framework for giving exceptional service to both internal customers and external customers every time, and it provides a simple way to remember the essentials of good service. In addition to providing a foundation for training, the Fantastic Service Equation can be used in the workplace. It can be used in staff meetings to discuss or demonstrate how participants are practising the components of good service back on the job.
