Airlines and other service industries spend large sums of money on marketing and advertising their services with the intention of attracting new customers and retaining existing ones. This money is wasted if staff fails to provide the level of customer service needed to make a vital impact on the purchase and repurchase decisions of customers. Competing solely on the basis of product or price is not sufficient. Increasingly, attention to the customer is becoming the criterion by which a company is judged. This course aims to give you the knowledge, skills and customer service attitude to anticipate and respond to the problems which customers inevitably face.