A customer relationship does not end when the purchase transaction is concluded. The business has a statutory responsibility to serve the customer even after the conclusion of a purchase or agreement.
A business must ensure that consumers are able to exercise their basic rights effectively. In addition, customers must be provided information regarding their rights, such as how to have an invoicing mistake rectified or a defective item repaired.
Customer complaints must be handled appropriately. The business is in breach of the law if the consumer is denied the opportunity to make a complaint and contact the business in defect situations.
Managing the customer relationship is an integral part of the agreement concluded with the customer. The customer service model is one of the factors influencing the consumer’s purchase decision and choice of service provider. When the customer concludes an agreement with e.g. a telecommunications operator, he simultaneously accepts the service provider’s customer service policy and pricing, which are thereby considered part of the agreement entered into.