The improvements in customer service in Russia's private sector over the past decade have involved great changes in the mentality of organizations. Many reached the point where they no longer feel the need to defend themselves against customers, trying to serve them instead.

Quality customer service creates a great competitive advantage for businesses. This is especially true in Russia, given that competitors' service tends to be far from unsurpassable. Competition has been increasing, with businesses striving to attract customers with real spending power.

Employee training is central to reaching high standards in any business, and, as most companies in Russia find it hard to recruit professionals with high customer-service skills, the popularity of training in that area is growing fast.

Georgy Yeganov of Management Training International said good customer service is essential for gaining repeat customers. He added that commitment to customer service is not just a question of improving the performance of sales personnel, but also of changing corporate culture; even top management should receive training.

The quality of customer service in Russia is improving, and it will improve further still - because the market demands it.