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Thinking About Customer Service Strategies and Brand Detractors

Posted by Josh Mendelsohn on Mon, Dec 07, 2009

Just last week I was reading a recent article by CMB's John Martin and Rob Davis, one of the CMB Advisory team members about how call centers and their corporate owners need to focus on fixing relationships, not just "resolving problems." (Read the article here)

It made intuitive sense to me, and even more so after having a first hand experience with a call center that was less than... brand complimentary. In the company's defense, I had already switched to another provider based on something they could offer that my previous provider could not (my beloved iPhone.) But the way I was treated and the fact that they summarily dismissed what another call center rep had told me as "mis-information" took me from brand neutral to brand detractor. And then the call ended with the always popular "is there anything else I can resolve for you today?" from the manager.

If the company's service strategies had been relationship focused they would have acted in a different way and tone. Their goal would have been on creating a non-customer advocate, not creating an angry lost customer.

Posted by Josh Mendelsohn. Josh is our VP of Marketing and loves live music, pugs, tv, great food, market research, New Orleans, marketing, Boston and sports. You can follow him on twitter @mendelj2 at The Better Research Blog.

Topics: customer experience and loyalty