In 2013, Ryanair were named the United Kingdom’s worst brand for customer service by Which?, a Consumer’s Association that had evaluated 100 companies on factors such as staff attitude and their ability to deal with problems. Ryanair was at least consistent with 2 stars out of 5. As a result of their poor customer service standards, Ryanair reported a significant financial loss compared to a profit in the previous financial year and there was a 13 percent fall in the value of their shares. It does prove that poor customer service can hit the bottom line. The problems can be identified and rectified with good training; usually this is carried out by a dedicated in-house team, but some organizations take the approach of bringing in an objective external training company. The unbiased opinion of an outside team can help to identify where the training is really needed, whether it is a focus on dealing with complaints or simply building a rapport with customers. Explain why customer service training is so important to all organizations.