Customer service is providing service to customers before, during, and after the purchase. Customer services prioritize the needs, wants, and preferences of the clients. It also involves the priority being given to the customers relative to an element such as product and pricing innovation. However, any firm that values good customer service spends much more money on employee training than an average organization.
Customer service is further characterized by low-touch customer service and high-touch customer service. Low-touch customer service is whereby customers don't have to communicate with human beings directly. They are automated by the vending machines such as the telling machines in the bank and self-service at the petrol stations. Customers tend to prefer this option because it is fast, it also has efficient communication channels, and every client is allowed to choose his/her preferred medium.
On the other hand, high-touch customer service is an advanced version of the traditional approach. It is a category that requires human interaction and examples include real estate brokerage, personal services such as salons, and athletic training. High touch services play a vital role in ensuring that the client's touchpoints are streamlined, and they offer a unique and memorable experience to the clients.