Travelling without toothpaste – learning from the Kings of Customer Service
Laurence GreenFallon London
Of all marketing concepts, customer service remains perhaps the easiest to grasp yet hardest to deliver. The business case is self-evident and well documented. Repeat purchase costs less than a conquest sale. Happy customers pay more, turn a blind eye to competitors, may even nourish the direction of a product or brand if given due voice. Good service experiences can become folklore. Bad ones do, and do so more quickly. Both are now catalysed by email and the web.
Us modern marketers understand this. We're...