Become Customer Centric - Get To Know Your Customers

Posted by Tom Smith on Tue, Mar, 08, 2016 @ 12:03 PM



I just read a great article about Dominique Ansel, whose brainchild, the cronut has made him a baking "rock star" in New York and beyond - if he wasn't already.

While I've never had a cronut, and never will due to allergies (wheat, milk, refined sugar), Dominique has a great perspective on the importance of engaging with customers to become more customer-centric.

As he shares, "The experience is crucial to what we do. I always put myself into the customers' shoes and think, what would make me happy?" How many of us are putting ourselves in the shoes of our customers? If you're not, you need to in order to create informed buyer personas and to view the problem to be solved from the customer's perspective.

Other quotes from the article that indicate that Dominique "gets it:"

  • "It's about giving people something true and authentic."
  • "They're emotional dishes that connect with people."
  • "It's more important for me to interact with people in person and communicate with them myself."
  • "People can sniff out when things lack soul."
  • "Don't be afraid of trying: trying new things, or trying to understand the customer base and what they like."
  • "Emotions are very important."
  • "It's about connecting with people and knowing what they like and why they like it."
  • "Understanding your customer is the most important part of the business."

I've written blog posts on all of these topics, but Ansel's quotes get right to the point.

Big data will provide a ton of data that will encourage you to take certain actions and predict what customers will want and do. However, nothing replaces having a face-to-face dialogue with your customer to provide insight into:

  • What makes your brand "different and better?"
  • How did you find us?
  • Who do you consider to be our customers?
  • What could we do to make your life simpler and easier?
  • What could we do to provide a better customer experience?

When in doubt, talk to your customers.


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Tags: consumer insights, VoC, customer centric, face to face communications

Creating a Customer-Centric Culture

Posted by Tom Smith on Mon, Mar, 07, 2016 @ 09:03 AM



According to Forrester, a customer-centric culture is “a system of shared values and behaviors that focus employee activity on improving the customer experience.” While more than 90% of executive say that improving the customer experience (CX) is a "top strategic priority," a majority of firms are ill-prepared to achieve their CX goals.

A survey by the Temkin Group indicate that 90% of North American firms aspire to be CX leaders in the next three years; however, only 10% are truly customer centric.

Following are 15 steps to build a customer-centric culture:

  1. Make customer centricity and providing an outstanding customer experience part of the corporate culture by inculcating into the vision, mission and values of the firm.
  2. Make a commitment to differentiate your brand based on customer service and providing an outstanding customer experience.
  3. Hire people with aligned values that understand the importance of the customer and have examples of providing outstand customer experiences.
  4. Align recruitment criteria with customer-centric values.
  5. Empower employees to find like-minded people.
  6. Tune the selection process to test for desired results. Zappos offers new hires up to $3,000 to quit following the four-week training period.
  7. Provide guideposts with onboarding and training.  Companies who fail to have a onboarding program are doomed to having a misaligned employee base.
  8. Empower employees to use their judgement to provide outstanding customer experiences.
  9. Create an emotional connection with storytelling. Ritz-Carlton has a daily line-up at all properties which includes a “wow” story during which “ladies and gentlemen” (staff) share great things they’ve done for guests.
  10. Reinforce day-to-day activities with routines and rituals. At Disney, “cast members” (employees) are expected to take five minutes from their normal daily duties to do something special for guests.
  11. Recognize and celebrate personal achievement. Starbucks encourages personal recognition with MUG awards which partners give to employees as a thank you for “moves of uncommon greatness.”
  12. Compensate and promote based on customer-centric metrics. Mercedes-Benz is now evaluating dealerships on customer satisfaction measures as well as sales.
  13. Hire, socialize and reward process mavens. Fixing internal processes to reduce problems that lead to increased call volume and line in retail branches.
  14. Tie rewards for product and service innovation to customer metrics.  Intuit attaches a Net Promoter Score to each new product release.
  15. Develop support systems for a culture of empathy in which you listen to customers and reach out to them to determine how you can improve their experience.

When is the last time you publicly recognized an employee for providing an outstanding customer experience?


Tags: customer experience, customer satisfaction, customer centric

16 Ways to Build Trust with Customers and Prospects

Posted by Tom Smith on Wed, Dec, 03, 2014 @ 12:12 PM

trust resized 600








Thanks to the Edelman Trust Barometer who has been performing this study for the past 14 years. This year's research includes 33,000 respondents from 27 countries.


The findings are the fundamentals we all need to follow to build trust with customers and prospects:


  1. Listen to customer needs and feedback and have a closed loop process to address them. I suggest using a three-question Net Promoter Score (NPS) survey to begin the dialogue.

  2. Treat your employees well. Your employees will only treat your customers as well as you treat your employees.

  3. Place customers ahead of profits. Do what's right for the customer and everything else will take care of itself. Do what's wrong by the customer and you'll be called out on social media and will fail faster.

  4. Communicate with integrity and honesty. Be open and transparent. Again, if you're not, you'll be called out on social media and your business will be toast.

  5. Have ethical business practices. Do unto others . . .

  6. Take responsible action to address issues or concerns in a timely manner. If you can't resolve the issue by the end of the day, let the customer know the status of the resolution and when they can expect their issue to be resolved.

  7. Have transparent and open business practices. Perhaps cell phone and cable companies would have higher NPS scores if they had this philosophy?

  8. Offer high quality products and services. Give people products and service of value. Ask customers if they feel like they're receiving good value from your products or services.

  9. Be innovative. Offer new products, services or ideas. Anything you can do to make life easier and simpler for customers will be rewarded with more business and mentions in social media.

  10. Work to protect and improve the environment. It's telling that all of the BP stations in my area of North Carolina are being rebranded.

  11. Address society's needs in every day business. This goes back to having a vision and mission that's more than about just making money.

  12. Create programs that positively impact the local community. Give back to the community that supports your business and livelihood.

  13. Partner with NGO's, government and third parties to address society needs. We're beginning to see more public-private partnerships to address the country's crumbling infrastructure.

  14. Have highly-regarded and widely-admired top leadership. Your leaders are your brand outside your company. Are they on brand? Are they active on social media and within the industry expressing their point-of- view? Leaders don't hide, they're out front engaging customers as well as critics.

  15. Rank high on a global list of companies. Decide what you want to be known for and be the best you can be at it.

  16. Deliver consistent financial returns to investors. Companies that build trust with customers and have high NPS scores tend to perform better financially than those who don't. It's simply good business to do what's right by your customers and prospects.

To me, these 16 ways to build trust boils down to my personal mantra: "Do what you say you will do, when you say you will do it?"


Which of the 16 things is your company doing well?


Where can you improve?


If you don't know, ask your customers. 

Tags: transparency, trust, be responsive, integrity, customer centric, do what you say you'll do when you say you'

One Thing EVERY Company Can Do To Improve Customer Experience

Posted by Tom Smith on Mon, Nov, 17, 2014 @ 12:11 PM

free wifi > customer experience








I just attended the Internet Summit (#isum14) at the Raleigh Convention Center.


I heard plenty of speakers sharing statistics about the growth of the internet, the growth of mobile and how to use the Internet to improve customer experience.


Ironically, internet access at the Raleigh Convention Center became limited as the attendance reached 2,000 people.


The one thing every business can do to improve the customer experience is to provide an always on, high-speed internet connection.


We're all using mobile devices, or laptops, to do business, research, stay in touch and stay informed.


By providing always-on, high-speed internet access, you're making your customers', and employees', lives simpler and easier.


Making customers' lives simpler and easier gives you a better chance of having a "customer for life."


Making your employees' lives simpler and easier gives you more empowered and engaged employees that are more likely to provide your customers an outstanding customer experience.


Conferences will have happier attendees.


Hotels will have happier guests.


Airlines/airports will have passengers that are able to get work done, or stay connected with their loved ones, even if their flight is delayed.


Restaurants and coffee shops will provide a valuable service to guests whether they're there on business or pleasure.


Businesses will ensure their clients, customers or guests are able to say connected while they're in their offices or stores.


How would high-speed internet access differentiate your business from your competition?


How would making your customers' lives simpler and easier change their impression of, and willingness to continuing doing business with, you?


Want to Accelerate Sales? Download the Free e-book  "Customer Bonding Programs:  How to Get, and Keep,Customers for Life"

Tags: customers for life, customer experience, customer satisfaction, empower employees, customer retention, satisfied customers, customer centric, employee engagement, employee empowerment, customer service

Use Voice of the Customer to Accelerate Sales and Improve #CX

Posted by Tom Smith on Mon, Oct, 13, 2014 @ 10:10 AM

voice of the customer









Great presentation by Maxie Schmidt-Subramanian of Forrester entitled, "The State of VOC -- It's Time To Act."


How do your customers perceive the interactions they have with your company?


Do you know?


Have you asked them?


A customer's perception is their reality.


Emotion is the biggest driver of loyalty.


Do your customers have an emotional connection to you or your brand?


If you don't know the answers to these questions, you need a more disciplined approach to measuring the customer experience.


Here are the four steps to take:


  1. Repair -- identify problems that need to be fixed.

  2. Elevate -- make the people responsible for the problem responsible for fixing the problem. Hold them accountable. Document and report the results.

  3. Optimize -- learn what you are doing that pleases your customers and identify ways to continue to do more of those things.

  4. Differentiate -- understand what makes you "different and better" than your competition, in your customers' eyes, and continue to build on that positive differentiation.

Having an active voice of the customer (VOC) program lets your customers know you are interested in knowing what they think about the products and services you are providing.


Make voice of the customer feedback an integral part of your company's decision-making process.


Here are four steps to improve your VOC program:


  1. Listen -- focus on surveys, unstructured feedback and what your employees are saying about what customers like and don't like.

  2. Interpret -- have a holistic view of the customer experience and a 360-degree view of each customer. Collect and share what the customer is saying with management and employees. Discuss the implications of what you are hearing.

  3. React -- close the loop. If a customer complains have a system in place to ensure you resolve their complaint and you get back to the customer to confirm they are happy.

  4. Monitor -- measure the results of your VOC program, know the financial impact it's having on your firm. That's the only way management will continue to support the program. The biggest reason VOC programs fail is lack of executive support.


Following are eight steps to take to ensure your company, and VOC program, is successful:


  1. Be more customer-centric when collecting feedback. Give the customer the opportunity to provide both structured and unstructured feedback. Encourage your employees, and your management team, to make listening to customers a service that everyone provides.

  2. Listen to employees. Collect customer feedback in real-time. Your customer-facing employees are your brand to your customers and the one's most likely to facilitate an emotional connection to your brand.

  3. Integrate multiple data sources to hear everything the customer is saying about you and to learn the details behind the issues and potential solutions.

  4. Be stakeholder-centric when sharing information. C-level executives may want overall KPIs. SBU managers may want to know how they compare to other SBUs. While, front-line employees want to know exactly what the customer is saying and how others have successfully resolved customer issues.

  5. React faster to customer feedback. A customer who sends you a tweet expects a response immediately, while a customer who leaves a comment on Facebook expects a response before the end of the day. You cannot wait until you've triaged all your customer comments to respond. If you wait too long to respond, your customer will think you're either not listening or don't care.

  6. Prioritize improvements you want to make. Know your customers' buyer journey and identify the most significant barriers. If you don't know what these are, ask your customers and your customer-facing employees.

  7. Develop a business case to share with management to justify the time and money being spent on the program. Continue to measure, track and update performance metrics.

  8. Start small. Identify a customer issue. Fix it. Get feedback from the customer. Establish and measure success early and expand your program over time.


Are you and your firm using voice of the customer feedback to accelerate sales and improve the customer experience? 


Want to Accelerate Sales? Download the Free e-book  "Customer Bonding Programs:  How to Get, and Keep,Customers for Life"

Tags: emotional connection to the brand, VoC, voice of the customer, consumer insights accelerate sales, customer centric

The Keys to Customer Loyalty

Posted by Tom Smith on Mon, Sep, 29, 2014 @ 10:09 AM

Warmth + Competence = Loyalty







Great presentation by Chris Malone (@hcmalone), author of The Human Brand at a recent Triangle American Marketing Association meeting.


Chris and his colleague, social psychologist Susan Fiske, conducted 10 studies across 45 companies to understand that consumers relate to companies, brands, and products the same way we perceive, judge and behave towards people.


Keys to customer loyalty are to be warm and competent.


It works like this:


  • If you're warm but not competent, you'll be seen with sympathy and neglect (e.g., VA Hospitals and the U.S. Postal Service).


  • If you're neither warm, nor competent, you'll be seen with contempt and rejection (e.g., Walmart and Bank of America).


  • If you're competent and warm, you'll be seen with admiration and loyalty (e.g., Honda and Zappos).


  • If you're competent, but not warm, you'll be seen with envy and distrust (e.g., Mercedes and Cartier)


Four elements generate more than 50% of customer loyalty:

  1. Warmth

  2. Trust

  3. Competent

  4. Capable


If you and your employees can focus on improving your performance in these four areas, you can increase customer loyalty dramatically. 


We are in a relationship renaissance today. As we do more online via the internet, our interactions with people become more important.


Customers may say they don't want a relationship with a company or a brand, but they do value relationships with people. 


As such, your customer-facing employees become the face of your business and brand.


Starbucks produced the "Little Green Apron Book" to help remind their employees to be:

  • Welcoming

  • Genuine

  • Considerate

  • Knowledgeable

  • Involved


If you can make a difference in the life of another person, so they know you care, save them time, simplify their life, you'll increase the opportunity to having a loyal customer, if not a customer for life.


If you, or your company, are focused on the short-term versus customers, you will not be trusted by customers. No trust means no customers.


You, or your boss, may ask, "Does focusing on the customer pay?" According to Domino's Pizza, they attribute focusing on the customer to a 350% return on investment.


Satmetrix has a lot of data on the superior financial performance of companies that have industry-leading Net Promoter Scores (NPS).


Three steps to improving the customer experience:


  1. Become more self-aware.

  2. Embrace significant change throughout the organization.

  3. Rebalance priorities whereby you're more focused on current customers than new customers. 

What steps are you and your firm taking to improve the customer experience and improve customer loyalty?


Want to Accelerate Sales? Download the Free e-book  "Customer Bonding Programs:  How to Get, and Keep,Customers for Life" 

Tags: customer experience, customer satisfaction, earn your customers trust, net promoter score, customer centric, customer engagement

Omnichannel Customer Service Improves Customer Experience

Posted by Tom Smith on Thu, Aug, 14, 2014 @ 10:08 AM

omnichannel customer service









Thought provoking article in a recent edition of Customer Relationship Management entitled, "The 4 Key Customer Service Omnichannel Considerations" by Leonard Klie.


How many times have you spoken to your bank, cable company or another product or service provider with whom you have a relationship and had to provide them with a list of information about yourself, your order, your preferences, your previous issues and your most recent, unresolved, issue?


As customers begin having more satisfactory, holistic customer experiences with online retailers (i.e., Zappos), their expectations with regards to what is, and is not, acceptable customer service is increasing.


"Consumers expect a conversation that begins on one channel can be continued on another, with all relevant contextual data preserved across channels."


"You're omnichannel when the customer doesn't notice a difference between channels."


Based on research conducted by Aberdeen, companies that are able to provide omnichannel customer service see significant benefits:

  • 8.5% improvement in first call resolution (which happens to be what customers rank as the number one driver of satisfaction after interacting with customer service).

  • 7.5% decrease in average cost per customer contact.

  • 9.5% increase in year-over-year revenue.

Other interesting findings from the research:

  • Only 20% of companies are considered to be "top performers" in omnichannel customer service.

  • 85% of those provide regular training to teach agents how to handle multiple channels.

  • 77% store customer contact data across multiple channels.

  • 77% route inquiries to agents with specific skills related to the customer's need.

  • 69% identify topics repeatedly addressed by customers across channels to find where channels need to be improved.

One reason for the low adoption of omnichannel customer service is that most organizations are set up to deliver customer service around specific channels.


The "owners" of these channels have different goals and frequently have different, non-integrated, CRMs which make it impossible to have a 360-degree view of the customer.


In most firms, "organizational alignment really is the biggest hurdle."


Even if a firm has the desire to have a 360-degree view of their customer, the integration required to have different platforms exchaning data with one another is time consuming and costly.


If you are in the process of creating an omnichannel customer experience for your customers, I strongly recommend buying an all-in-one solution which allows you to share resources and information from a single database.


Ensure the solution is mobile friendly since this will ultimately be the first place your customers will want to engage with you, if they're not doing so already.


"If you want to be truly customer-focused, you want your best agents doing the best jobs on the channels where they feel most comfortable. You do not have to have everyone doing everything." 


One of the best ways for an organization to become customer-centric is to have a senior level person, perhaps a chief customer experience officer, overseeing all customer interactions, especially those falling between the silos, to identify where and how customer experience can be improved.


Is you firm providing, or planning to provide, omnichannel customer service to improve the customer experience?


Want to Accelerate Sales? Download the Free e-book  "Customer Bonding Programs:  How to Get, and Keep,Customers for Life"

Tags: customer experience, alignment, customer centric, customer service

Customer Service Drives Outstanding Customer Experience

Posted by Tom Smith on Tue, Aug, 05, 2014 @ 10:08 AM

Customer service 







Great webinar by Frank Eliason (@FrankEliason) of Citi, Nick Ayres (@nickjayres) and Hansen Lieu (@hansentweets) of SAP on ""Customer Service is the New Marketing: Turning Satisfaction Into Sales."

Interesting points shared by the panel:

  • 88% of customers have been influenced by customer reviews.
  • Customer service is engaging with customers every day.

  • 48% of customers will praise a company about good service on social media.

  • 66% of customers will spend more money with companies that provide good customer service.

  • 78% of customers have bailed on a transaction because of poor customer service.



  • Customer service should be aligned with marketing.

  • Every company that wants to be successful should be comitted to providing customer service excellence.

  • Engage with customers to win their heart and make an emotional connection with them.

  • Drive advocacy among your employees and your customers, to drive revenue.

What are you doing with the information your customers provide to customer service to improve the customer experience?


Want to Accelerate Sales? Download the Free e-book  "Customer Bonding Programs:  How to Get, and Keep,Customers for Life" 

Tags: emotional connection to the brand, customer experience, customer satisfaction, customer centric, customer service

6 Steps to Enhance the Customer Experience (#cx)

Posted by Tom Smith on Tue, Jun, 24, 2014 @ 10:06 AM

Nordstrom Customer Experience










Great webinar by Robert Spector, author of The Nordstrom Way.


The Nordstrom organization chart differs from other companies in that customers are at the top, followed by sales and support, department managers, store managers, buyers, merchandise managers and, lastly, the Board of Directors.


There's a prominent statement in the Nordstrom annual report, "Good things happen when we let customers be our guide."


Robert provided six steps which Nordstrom follows to provide an outstanding customer experience:


  1. Tell your story. Who founded the company? What does the company stand for? Why was the company founded? How has the company overcome adversity? How has the company evolved? Where is your company today? Create a culture of storytelling that exemplify the vision, mission and values of the firm.

    Stories that exemplify the Nordstrom commitment to providing an outstanding customer experience include that fact that Nordstrom did refund a customer's money for a set of tires from a company that Nordstrom had bought event though they no longer sold tires.

    In addition, Nordstrom would happily sell one shoe to amputees at half of the price of the full pair since that person would provide Nordstrom with referrals and word-of-mouth advertising.

    Nordstrom employees pride themselves of providing real life examples of people going above and beyond to serve their customers.

  2. Hire with care. Hire people with a sense of customer service; willing to work hard; that are self-motivated; that are creative; that are team players; and, that are results-driven. "Hire a smile and train the skill."

    Encourage each member of the team to know their role in the team setting and drive home the importance of being a team player so they every member of the team has the opportunity to meet every customers' needs.

  3. Empower entrepreneurs to own the customer experience. Does empowerment exist in your firm? Are employees comfortable sharing their areas of concern or ideas for innovation? Does management stand behind the best judgment of its employees? Are your employees willing/allowed to go above and beyond their job description to enhance the customer experience?

    The Nordstrom employee handbook is a 3"x5" card with one rule, "Use good judgment in all situations." Implicit in this is to go above and beyond for every customer.

  4. Nuture your employees. Do your employees feel their work has greater meaning than just being a job? How does your company help employees develop their talents and enhance their personal growth? Are your employees trained to understand empathy and the impact it has on your customers? Instead of asking, "What can we sell customers?," ask, "What can we do to improve the customer experience?"

  5. Communications and teamwork. Do you honor and award team achievement? Does every member of your team share the unified purpose of satisfying the customer? Do your employees feel their work has greater meaning than just being a job? How does your company help employees develop their talent?

  6. The sale is never over. Know how the customer found your company and leverage that knowledge. Reward vendors and suppliers for loyalty. Sell relationships, not products. Train employees on ways to develop relationships with customers. Determine how you can make customers feel better about your firm in their moment of need.
Have customers for life by making a commitment to provide a consistently outstanding level of customer service.
Want to Accelerate Sales? Download the Free e-book  "Customer Bonding Programs:  How to Get, and Keep,Customers for Life"

Tags: customer experience, customer satisfaction, customer retention, satisfied customers, customer centric, customer engagement

3 Keys to Improve Customer Experience (#cx)

Posted by Tom Smith on Tue, May, 27, 2014 @ 10:05 AM


3 keys to improving customer experience







Thanks to Shep Hyken, customer service expert, on his recent webinar, "What Happens When The Customer Experience Breaks: The Dark Side of Customer Experience."


Regardless of how customer-centric your organization, at some point your customer service will fail.


How will your customers respond?


If you've been providing a consistently positive customer service experience, they'll let you know and help you fix it.


A certain level of customer service is "table stakes."


Fortunately, and sadly, the bar is still low.


However, companies like Zappos, Lexus and Ritz Carlton are educating customers, raising the bar and raising customer expectations.


Social media gives the customer a voice.


A dissatisfied customer used to tell 13 people about their experience.


Today, they tell 100's or 1000's. Social media has magnified the customer's voice.


There are three actions you should have in place to ensure you are delivering a consistently positive, and occasionally "wow," customer experience:

  1. Journey map the customer experience. Be very detailed noting every touch point and every point of impact. Once you've completed your map, share it with a few customers to get their feedback. I'll guarantee your customers will point out some things that never occurred to you, or your team.

  2. Perform a causal, root cause, analysis of why things happen with regards to delivering customer service -- both good and bad things. 

  3. Create a complaint map of how complaints should be handled and how complaints are actually handled. Obviously you will end up with several different maps since most firms deal with several different types of complaints.

In mapping the customer journey, think in terms of: awareness, interest, selection, maintenance and retention.


Your focal points should be: demographics, entry and exit points in the journey, risk and failure points and mitigation strategies.


Moments of truth will vary by customer, but they're important to document. Ask customers what they consisder to be a "moment of truth" for them.


Your vision for the customer experience starts at the top. Executives set the tone, disseminate and share a crystal clear vision of the customer experience.


Lexus has The Lexus Covenant, part of which says, "Lexus will treat each customer as we would a guest in our home."


Ritz Carlton's credo is, "Ladies and gentlemen serving ladies and gentlemen."


Both of these are easy enough for every employee to understand. Your firm's vision for customer service and the ultimate customer experience must be easy enough for all of your employees to understand.


Executives need to stay engaged by interacting with customers and customer-facing employees.


Ideally, every employee interacts with a customer at least once a month.


You cannot connect too much with a customer. The learning you will get if you listen intensely is invaluable.


When performing the causal analysis: aggregate, classify, analyze, modify and implement.


Focal points should be: data sources, demographic drivers, process modification, benchmarks and tracking. 


Use Net Promoter Score (NPS) to determine whether or not a customer will recommend your product or service to a family member, friend or colleague. It's easy to implement and you'll quickly learn what you are doing well and where improvement is needed.


To build a complaint map, think in terms of: capture, investigate, resolve, communicate and follow-up.


You should be doing this for both internal and external complaints.


Employees should be treating their colleagues with the same level of respect and decorum as a customer.


Focal points for the complaint map are: channel breadth and coverage, efficiency and accuracy, empowerment levels and agility and adaptibility.


Employees need to be empowered to address a customer's concern at the point of interaction.


Empower employees to act like an owner and solve the problem creatively.


Empower employees to say "yes" to the customer. If they're going to say "no," they must get approval from a supervisor to do so. 


The Ritz Carlton empowers all of its employees to spend up to $2,000 to provide the guest with an outstanding customer experience.


If someone gets a complaint from a customer, they own the complaint. It's their responsibility to resolve the complaint with urgency. Don't just fix the problem, restore the confidence of the customer. Earn the customer's trust that everyone in your organization will "do what they say they'll do when they say they'll do it." 


Service is a differentiator and brands are taking better care of their customers.


How long before you begn taking better care of your customers?


Once you hit your goal, set a new goal and keep learning.


Want to Accelerate Sales? Download the Free e-book  "Customer Bonding Programs:  How to Get, and Keep,Customers for Life"

Tags: consumer insights, customer experience, customer satisfaction, empower employees, customer centric, social media, do what you say you'll do when you say you wil