The importance of customer service certainly cannot be underestimated, particularly in modern times. Gone are the days that customers were merely satisfied paying for a good product; the modern consumer is interested in the whole package the company provide - a large ingredient of which is good levels of customer service. Building a strong brand image is crucial to a company in order to encourage repeat custom and encourage customers to share their experience with their friends, relatives and peers.Word-of-mouth is surely the most trusted source of information when a consumer makes their decision about the company that is right for them.