CUSTOMER SERVICE Customer service has become such as an important competitive differentiator that it really is no longer solely the responsibility of 41. a small group of individuals staffing around a complaints desk. 42. Customer service is included every employee’s responsibility, and it 43. should be a proactive rather than a reactive strategy. Excellent 44. service wins and keeps up customers. Service means extras—in terms 45. of product, care and information—customised to meet for the similar 46. needs of a group of customers. It has become so relatively complex 47. and inclusive, extending from order planning to postsales service, 48. that a cross-functional team of staff and managers is often one needed 49. for service delivery. Some more things haven’t changed. The three 50. "F"s of service still apply, it has to be fast, flexible, and come 51. from the first person the client contacted. However by today, the first 52. person may be a computer, and fast now means instantaneous. Flexibility remains key to survival.