Abstract:

On both sides of the Atlantic, the race is on to understand and meet customer expectations of service delivery, and research has a key role to play in helping organisations implement and sustain effective customer service programmes. For this paper, the authors have combined their experience of working closely with US and UK clients, across a range of different market sectors, to prepare a recipe for success in achieving good customer service, in which research is a vital ingredient. Two case studies, one from each country, are presented to demonstrate how the recipe ingredients have been blended by two very different organisations to produce uniquely successful service cultures. The authors conclude that detailed applications require informed tailor-making, but that research techniques translate well between cultures and markets, and that the exchange of ideas and experience will continue to benefit both clients and their customers.