1.1: Explain the value of customer service as a competitive tool Customer service is considered a competitive tool by many organizations. It gives you the opportunity to build customer loyalty by satisfying their expectations. Staff will have many skills and knowledge that will provide a competitive advantage. Most organizations are known for their quality of customer service. This means they are known for good customer service or poor customer service. However, being known for good customer service will attract customers. It will also attract customers who are usually difficult to reach. 1.2: Explain the customer journey mapping process and its importance in providing effective customer service. Customer journey mapping helps. Both will impact brand loyalty, reputation, brand image and revenue. The potential impacts are all very similar. Brand loyalty will increase with good customer service but decrease with poor customer service. For example, in printing services, if we didn't treat our customers with respect and help them, they would no longer use us and find an outside company to go to that would provide good customer service. This also applies to reputation, as it will increase with good customer service and decrease with poor customer service. Customers tend to share their negative experiences with others rather than positive ones. For example, if we were rude to our customers, they would likely go and tell their colleagues, friends and family to warn them not to use us. In terms of your brand image, you will gain a positive image if you provide good customer service. However, you will get a negative image if you provide poor customer service. Revenue also has a similar impact as it is maintained and can increase with good customer service. This is because customers will pay more for your brand. However, if poor customer service is provided, revenue will increase