Friday, May 11, 2007
Turn Customer Service into a Marketing Discipline?
Bad customer experiences weaken your brand: the call to your company, the application process, the talk to the shop clerk, the cleanliness of the store.
Customer Service has more impact on the brand than any advertising messages. In a way, advertising messages set expectations, customer experiences has to deliver. For that reason, marketers should consider claiming customer service as a discipline.
Interruptive and disruptive marketing doesn't work anymore, Viral Marketing and WOM are about to become cornerstones of the marketing universe and permissive marketing is still too close to disruptive marketing. There are instances when customers already are open talking to us: On the phone, at the store.
We don't have to limit building connections to social networks or marketing-based platforms. Connections happen every day with representatives of your company. Make them count.