Q.(OR) Write any four roles of public relations.
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🔒 Start your 14-day free trial to unlock the full solution →Concept understanding — Customer Service Strategy
Customer Service Strategy: From a Shop to a System
Think about the last time you walked into a shop — maybe a small stationery store or a local eatery. The shopkeeper greeted you, asked what you needed, maybe recommended something, and packed your purchase carefully. If you had a problem later, you could go back and they'd sort it out. That instinctive, personal way of handling customers is the seed of customer service.
Now imagine a company with thousands of customers across the country. They can't rely on one person's memory or goodwill. They need a plan — a deliberate, organised approach to ensure every customer, every time, gets a consistent, positive experience. That plan is a Customer Service Strategy.
In simple terms: a customer service strategy is the blueprint a business follows to make sure its customers feel valued, heard, and satisfied — not by accident, but by design.
The Precise Meaning
A customer service strategy is the overall plan that defines how a company will interact with its customers before, during, and after a purchase. It covers everything from the tone of voice used in emails to how complaints are handled, from the speed of delivery to the training given to staff.
The NCERT textbook (Class 12 Business Studies, Chapter on Marketing) doesn't use the exact phrase "customer service strategy" as a separate heading, but it lays the foundation. It discusses customer satisfaction as the core of marketing, and explains that after-sales service, handling complaints, and building customer relationships are essential parts of the marketing mix. A customer service strategy is simply the organised way of delivering on those promises.
Why It Matters — The "Why"
A business can have the best product at the best price, but if the service is poor, customers will leave. Conversely, good service can make up for minor product shortcomings. Here's why a strategy is non-negotiable:
- Customer retention: It costs far more to acquire a new customer than to keep an existing one. A good strategy turns one-time buyers into loyal, repeat customers.
- Word-of-mouth reputation: A happy customer tells a few people; an unhappy one tells many. A strategy minimises the unhappy ones.
- Competitive edge: When products and prices are similar, the quality of service becomes the deciding factor.
- Consistency: Without a strategy, service depends on the mood of the employee or the luck of the moment. A strategy ensures every customer gets the same standard.
Key Components of a Customer Service Strategy
A good strategy is not a single rule; it's a set of interconnected decisions. Here are the essential parts:
- Service Standards: Clear, measurable rules — e.g., "All emails must be answered within 4 hours" or "Every customer must be greeted within 30 seconds of entering the store."
- Employee Training and Empowerment: Staff must know the standards and have the authority to solve problems (e.g., offer a refund or a replacement) without needing a manager's approval for every small issue.
- Multiple Channels of Contact: Customers should be able to reach the business through phone, email, social media, or in person — and get a consistent response across all of them. …
Public relations builds goodwill, aids product launches, counters bad publicity and helps the firm deal with its publics. …
PR builds goodwill, supports product launches, counters bad publicity and manages relations with publics.
Roles of public relations:
- Building goodwill and image — creating and maintaining a favourable public image for the organisation and its products.
- Aiding product launches — generating favourable news and awareness to support new-product introductions and marketing campaigns.
- Countering unfavourable publicity — managing rumours, stories and events that could harm the firm, thus protecting its reputation. …
- CBSE 2026Set 66/2/11 markMCQQ.NV Electronics has an innovative range of smartphones, T.V’s, home entertainment systems, kitchen appliances and air conditioners. Besides supplying quality products, their focus is also on handling customer complaints speedily, providing maintenance services, procuring credit services etc. The function of marketing discussed above is : (A) Branding (B) Marketing Planning (C) Product designing and development (D) Customer support services
›Reveal solutionSolution
NV Electronics' focus on handling complaints, maintenance, and credit services exemplifies Customer support services, the marketing function that ensures satisfaction after the sale.
The question describes a company that doesn't just manufacture and sell products — it actively manages the entire post-purchase experience. This is the heart of what modern marketing calls customer support services, and it's worth understanding why this function has become so central to competitive strategy.
Marketing isn't merely about pushing products into the market. Once a customer buys a smartphone or an air conditioner, the relationship has only just begun. Will the product work as promised? What happens when something goes wrong? Can the customer afford it comfortably? These questions define whether that customer returns, recommends the brand, or switches to a competitor. NV Electronics recognizes this reality.
The activities mentioned — handling complaints speedily, providing maintenance services, and procuring credit facilities — all fall under the umbrella of customer support services. Let's see why each matters:
- Handling complaints speedily: Every product occasionally fails or disappoints. A company that resolves issues quickly transforms a potential detractor into a loyal advocate. Speed signals respect for the customer's time and trust.
- Providing maintenance services: Complex products like home entertainment systems and air conditioners require periodic servicing. Offering this directly removes friction and keeps the product performing well, which reinforces the purchase decision.
- Procuring credit services: High-value items often need financing. By arranging credit, the company removes a barrier to purchase and makes ownership accessible to more customers.
NoteCustomer support services are sometimes called "after-sales services" because they primarily operate after the transaction is complete. But their impact on future sales is enormous — satisfied customers become repeat buyers and brand ambassadors. …
- CBSE 2026Set ANNUAL1 markQ.Write answer in one word/sentence: What is called personal contact with customers?
›Reveal solutionSolution
Personal contact with customers is personal selling.
Personal selling is a promotional tool in which a salesperson makes direct, oral, face-to-face contact with prospective customers to present the product, clear doubts and persuade a purchase. Because it involves personal …
- CBSE 2025Set 66/1/11 markMCQQ.Shridhan wanted to purchase an electric car. He visited a retail showroom of a car company where these cars were displayed. The Marketing Manager of this showroom told Shridhan that the company offers credit facilities, maintenance services and many other services that help in bringing repeat sales and developing brand loyalty for their cars. The marketing function being discussed by the Marketing Manager in the above case is (A) Product Designing and Development (B) Marketing Planning (C) Customer Support Services (D) Branding
›Reveal solutionSolution
The marketing function being discussed is Customer Support Services, as the Marketing Manager is highlighting credit facilities, maintenance, and other after-sale services that build repeat sales and brand loyalty.
To understand why this is the correct answer, we need to look at what the Marketing Manager is actually offering Shridhan. He is not talking about how the car was designed or developed, nor about the overall marketing plan for the company, nor about creating a brand name or logo. Instead, he is describing a set of services that come after the purchase — credit to make buying easier, maintenance to keep the car running, and other services that encourage Shridhan to come back to the same company for future needs.
In the NCERT textbook for Class 12 Business Studies, the marketing function of Customer Support Services is defined as a set of activities that ensure a customer gets maximum satisfaction from a product after the sale. This includes things like after-sales service, handling complaints, providing credit, maintenance, and even installation or repairs. The key idea is that these services are not just about selling the car once — they are about building a long-term relationship so that the customer becomes loyal and returns for repeat purchases.
NoteThe NCERT specifically mentions that customer support services help in creating brand loyalty and generating repeat sales, which is exactly what the Marketing Manager is describing to Shridhan.
Let’s quickly rule out the other options to be thorough:
- Product Designing and Development is about creating the actual product — its features, shape, and performance. The manager is not discussing how the car was designed.
- Marketing Planning involves setting goals, deciding on strategies, and allocating resources for the entire marketing effort. The manager is not outlining a plan; he is talking about specific services offered. …
- CBSE 2025Set ANNUAL1 markMCQQ.You don’t close a sale, you open a relationship, if you want to build a long-term successful enterprise. Identify the communication tool used by the marketer.(a) Advertisement(b) Sales promotion(c) Public relation(d) Personal selling
›Reveal solutionSolution
The quote describes Personal Selling as the communication tool used by the marketer.
Marketing communication tools include advertising (impersonal, mass, paid communication through media), sales promotion (short-term incentives like discounts or 'buy one get one free' to boost sales quickly), public relations (building goodwill with the wider public, not focused on individual sales), and personal selling (direct, face-to-face interaction between a salesperson and a prospective customer). The quote emphasises relationship-building over transaction-closing — this is the philosophy behind modern personal selling, where a good salesperson invests in understanding the customer's needs, follows up after the sale, and builds trust so the customer returns and recommends the business to others, rather than pursuing a single, one-off sale. Advertising and sales …
- CBSE 2024Set ANNUAL1 markQ.Write answer in one sentence: What is called personal contact with customer?
›Reveal solutionSolution
Personal contact with the customer is personal selling.
Personal selling is a promotional tool in which a salesperson makes direct, oral, face-to-face contact with a prospective customer to present the product, clear doubts and persuade a purchase. Because it involves persona …
- CBSE 2023Set ANNUAL1 markMCQQ.Who is considered as the king of the market ? (A) Customer (B) Seller (C) Debtor (D) Creditor
›Reveal solutionSolution
The customer is considered the king of the market.
Under the modern marketing concept, all business activity is directed at identifying and satisfying customer needs. Because the customer's choice ultimately decides what is produced, priced and sold, the customer is called the king of the market, and the seller must ad …
- CBSE 2019Set 66/2/11 markQ.Kumar wanted to purchase a fuel efficient car having the latest standards regarding minimisation of pollution. He saw an advertisement offering such a car and visited the showroom of the company wherein the car was displayed. In his discussion, the Marketing manager told him that the company is providing credit facilities, maintenance services and many other effective services which are helping in bringing repeat sales and developing brand loyalty. Identify the marketing function which the Marketing manager was discussing with Kumar.
›Reveal solutionSolution
The marketing manager was discussing Customer Support Services — the marketing function that ensures post-sale satisfaction through credit, maintenance, and other services to build repeat sales and brand loyalty.
When Kumar walked into the showroom, he was not just looking at a car — he was evaluating a complete package. The advertisement had promised a fuel-efficient, low-pollution vehicle, but what sealed the deal in his mind was the conversation with the marketing manager. The manager spoke about credit facilities, maintenance services, and other effective services that go beyond the sale itself. This is not a casual afterthought; it is a deliberate marketing function known as Customer Support Services.
In the NCERT Class 12 Business Studies textbook (Chapter 11: Marketing), Customer Support Services is listed as one of the key functions of marketing. It covers all the assistance a company provides to its customers after they have made a purchase. Think of it as the bridge between a one-time buyer and a loyal, repeat customer. The logic is simple: a satisfied customer is the best advertisement a company can have.
NoteCustomer Support Services is sometimes called "after-sales service" in everyday language, but the NCERT uses the broader term to include credit, maintenance, repairs, and even handling complaints.
The manager’s mention of credit facilities is a classic example. Not everyone can pay the full price upfront. By offering credit, the company makes the car accessible to more people, reducing the immediate financial burden. This is not just a favour — it is a strategic move to increase sales volume. Similarly, maintenance services ensure that the car runs smoothly long after it leaves the showroom. If a customer knows they can get reliable service and spare parts, they are far more likely to choose this brand over a competitor who sells the car and then disappears. …
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