In survey after survey, American business leaders acknowledge the role that a great customer service team plays in securing the long‐term health of their organizations. Yet many of these same leaders admit that their company often fails to deliver a great customer experience.
Business leaders have, instead, focused on delivering against price and quality. While necessary for operational success, these factors pale in comparison to the importance of customer service in defining how an organization and its products are perceived in the marketplace.
This paper will explore why the customer experience has become known as the “new marketing.” It will also suggest strategies for: