Improving service: searching for tangible solutions

Johanna Gornitzki: How do you define good service and how important is it? Peter Chadborn: If we are judging a provider on the quality of its service, we would expect to see every department of that company providing the same level of good service, rather than only the one trying to attract new business from us. Andy Couchman: How important is service to you, though? Customers will clearly complain if they get bad service. If you have a company that is a little bit more expensive but the perception is that its service is better across the board, is that a difficult sell to customers a...