CHAPTER TENBRAND INSIDE

Why People Are the Key to Your Brand Strategy

The examples are numerous. Some have become cliché. We’ve heard of the Nordstrom salesperson who accepted a tire as a return from a customer, even though Nordstrom does not sell tires. Or the Southwest pilot who sacrificed an on-time departure to hold the plane at the gate so that one of his passengers could catch the only available flight to take him to his father’s funeral. These customer service gems highlight many coaching anecdotes and training seminars on service excellence. They have developed a life of their own because they inspire us and remind us to follow that age-old axiom: The customer is always right.

Most managers have been told that great customer service leads ...

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