Resumen
Services require a lot of customer interaction and involvement. Research in the field of service marketing suggests that this particular sector mainly earns profit from customer retention. Therefore the need of the hour is to design a strong service strategy. It is easy to get a customer through strong advertising or publicity efforts but retaining customers and keeping them delighted is almost impossible for any firm. Therefore they have to continuously keep on innovating in order to understand and surpass the rising customer expectations. But still at times despite of the best efforts of company or service staff some customers due to some or the other reason become dissatisfied with the service firm and as a result stop patronizing and change their loyalty and move to other competitive firms. It is very essential to recover such defected customers. There are certain strategies which, if religiously adopted by the service firms can not only help them bring back the defected customers but also equip them in preventing customer defection at first place itself. In this article an attempt has been made to highlight the essential elements and steps involved in designing and delivering effective and efficient customer service strateg