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What is Customer Service ?

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  1. Introduction
    Customer service is no longer a simple complaint response center. It has become a key strategic lever in building customer relationships, loyalty, brand reputation, and business growth.
  2. Definition of Customer Service
    Customer service encompasses all interactions between a company and its customers, before, during, and after the purchase of a product or service.
  3. History of Customer Service
    Customer service as we know it today is the result of a long evolution.
  4. Internalized vs Outsourced
    An in-house customer service department is managed directly by the company, with teams recruited internally.
  5. Customer Service Objective
    We often think that customer service only comes into play after the sale. In reality, it plays an essential role at every stage of the customer journey, particularly in loyalty.
  6. Customer Service Channels
    These so-called “classic” channels remain the pillars of customer relations :
  7. Evolution of customer service in the digital age
    The arrival of artificial intelligence and automation tools has profoundly transformed the way companies interact with their customers.
  8. Key skills for good customer service
    Customer service relies above all on human qualities. When faced with a dissatisfied, worried, or confused customer, the agent must be able to :
  9. Key Performance Indicators (KPIs)
    Customer service management relies on key performance indicators (KPIs) that measure efficiency, responsiveness, and satisfaction.
  10. Examples of good practices
  11. Future challenges of customer service
    The arrival of generative AI (like GPT) is already revolutionizing customer service :
  12. Conclusion
    Throughout this guide, we have explored the multiple facets of customer service :
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Zakia Zakia
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Updated on Jul 7, 2025