Many marketing professionals believe customer service is an operational issue. They forget that customer service and service culture are marketing conversations. Because of this, they end up ignoring the daily discipline of delivering excellent service. After all, marketers make the mistake of believing theur job is to bring customers to the company. Furthermore, they think …
Seven best practices for service recovery
Each time a flight is cancelled, it’s an opportunity to irritate 300 captive customers–but it’s also a chance to turn them into understanding, passionate loyalists and recommenders.
Mistaken marketing professionals believe customer service is an operational issue. They think marketing’s job is to bring customers to the company and customer service is important only after their marketing magic is done. These misguided professionals focus with great intensity on brand building, advertising and promotions, but ignore the daily discipline of actually delivering excellent service.