Are you making one of these strategic customer service mistakes?

NCMA

Are you making one of these strategic customer service mistakes

You can have the very best people and products, but if your service strategy is off the mark, the customer experience is bound to break down.

Many companies focus hard on the specific motions of the customer experience — the campaign to attract customers, the sales approach to win customers and the service processes to keep customers.

While those touch points are vital to business, some strategic approaches that govern them might actually hinder the quality of customer experiences.

“As advancing technology reduces barriers to entry and industries become more and more competitive, companies must do more to keep the customers they have and gain new ones,” says Dana Brownlee, president of Professionalism Matters, Inc., and author of the recent survey What Customers Really Want.“The new goal (should) be ‘customer enthusiasm’ — how do we excite customers and make them not just stay with us…

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