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Trade and professional organizations, member service organizations. There are literally thousands of such organizations, ranging from the 175-member Pickle Packers Association to the 237,OOO-member American Medical Association. They perform a range of member services, many of which parallel conventional business transactions. Customer service requirements tend to be similar to those in the magazine publishing business and the insurance industry; entering new memberships, handling membership renewals, expirations, changes of address and similar activities lend themselves well to automation: larger organizations may segment their membership lists in various ways in order to provide informational services of different kinds to suit different interests.

Even well-established service organizations like General Electric's service division sometimes find they are losing significant business to local independents. Customer service shortcomings on the part of the original dealer are often cited as a primary factor in such switches, and many independent third-party organizations as well as national franchises do in fact make customer service a basic tenet of the business, whereas figures have been cited to show that poor service from dealers is the main reason consumers have very little brand loyalty and only one in four buys the same brand of automobile or appliance on their next purchase.

42 THE CUSTOMER SERVICE MISSION Distinctions in Requirements In addition to these basic categories, there can be distinctions in customer service requirements of a firm selling durables vs. those of a firm selling non-durables. The health care field has specific requirements imposed by the Food and Drug Administration relating to sanitation, non-returnable items, controlled substances, product recalls and the like. Similar requirements exist in the grocery products field. Differences may exist within an individual company as to customer service requirements: in the publishing industry, a college bookstore is likely to demand considerably higher levels of service than a public library.

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