Archives—November 2017

Customer Service as a Brand Touchpoint

You know it when you get it—and especially when you don’t. Good customer service. Sometimes it can be the littlest thing that delights us. When Sherwin Williams’ staff carries our paint can to the car. When the print shop includes a peppermint candy with an order. A prompt reply to a Facebook direct message. A refund for a faulty product—no questions asked. Sometimes simply doing what we say we are going to do, when we say we are going to do it can be perceived as good customer service.Brand-aligned customer service can make a huge impact. Afterall, one unhappy person may tell 9–15 people about a negative interaction while a happy consumer is likely to tell 4–6 people. Just one positive interaction can make a person brand loyal for a lifetime.
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