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The fastest way for any customer service organization to build its brand is to admit a problem and then fix it, Thunderbird Professor Sundaresan Ram, Ph.D., said June 30 at Thunderbird School of Global Management in Glendale, Arizona. "We should not be afraid to say we are having problems," said Ram, an associate professor of global marketing. "There is no service business without a problem." He said businesses that disappoint their customers and then recover actually create stronger brand loyalty than businesses that keep their customers happy from the beginning. "The customer sees that you really care," Ram said.
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