In today's globalised and digital world, consumers can move from
one retailer to the next across the world at the click of a button.
Online access and social media mean that consumers are more market
savvy, more informed and more discerning than ever before. What
brings them back is an enhanced shopping experience, and key to
this is good customer service. More and more marketers are focusing
on retaining their customer base or trying to erode their
competitor's customer base through better customer service. After
all, happy customers are repeat customers and become advocates for
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