Article: National Customer Service Awards 2003: The customer comes first Now more than ever organisations have to understand what clients want and how to service those needs. By Kate Hilpern

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ighteen-year-old James Bradley of HSBC was one of the winners of this year's National Customer Service Awards, revealing how even relatively new employees in this business area can make a difference to the success of organisations of all sizes. His employer reports how Bradley's absolute dedication to his customer service role has had an impact on how the bank is perceived, as well as how customers are treated, both of which have an impact on the bottom line.

Little wonder that customer service is becoming increasingly ingrained in boardroom decisions, says Lorraine Agnew, programme director for the Awards, which were presented last month at a ceremony at the Grosvenor House Hotel in ...

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