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Unit 12: The Customer Service Desk

Customer loyalty program: A customer loyalty program is a structured and long-term marketing Notes
effort which provides incentives to repeat customers who demonstrate loyal buying behaviour.
Customer service: Customer service is the provision of service to customers before, during and
after a purchase.
Customer service job description: The customer service job description gives you a good
understanding of the tasks, responsibilities and skills involved in customer service work.
Defective Products: Consumable, commercially produced and distributed good that is (1) unfit
for its intended use, (2) dangerous or harmful for normal use, (3) does not carry adequate
instructions for its use, or (4) is inherently dangerous due to defective design, assembly, or
manufacture are called defective products.

Loyalty: Loyalty is faithfulness or a devotion to a person, country, group, or cause.
Loyalty programs: Loyalty programs are structured marketing efforts that reward, and therefore
encourage, loyal buying behaviour – behaviour which is potentially beneficial to the firm.

On-line loyalty programs: These schemes vary; the common element is a push toward eradication
of a traditional card, in favour of an electronic equivalent. The choice of medium is often a QR
code.

12.6 Review Questions

1. Define customer service job description?
2. What are the contents of customer service job description?

3. What are defective products?
4. How are defective products produced?
5. Discuss exchange of defective products.
6. What is meant by loyalty of a product?
7. Describe loyalty programs for a store.

8. What is customer loyalty program?
9. What is online loyalty program?
10. Discuss the importance of customer service research.

Answers: Self Assessment

1. job description 2. remain constant

3. Interact 4. True
5. False 6. True
7. True 8. True
9. False 10. True

11. Loyalty programs 12. customer loyalty program
13. motivate 14. reward
15. kickback

LOVELY PROFESSIONAL UNIVERSITY 223