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Any customer service organization is only as good as its weakest employee, Thunderbird Professor Sundaresan Ram, Ph.D., said June 30 at Thunderbird School of Global Management in Glendale, Arizona. "People who deal with others one-one-one create your brand," said Ram, an associate professor of global marketing. "If the person does not belong in the front line dealing with customers, move him to the back office." Ram said effective service delivery hinges on four components: 1. Hiring the right people, 2. Motivating them (through competitive pay and other perks, such as flexible hours.), 3. Training them, and 4. Consulting them.
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