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Brilliant Marketing, revised 2nd Edition by Richard Hall

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Chapter 13 Customer relations marketing – it’s people who make a difference

Business is full of good stuff about money, process and demand manipulation. McKinsey says there’s been a multiplication of ‘customer touch-points’, which makes it all more complex, but customer engagement is the most important aspect of current marketing. And even big companies seem to realise people are changing, as Duncan Watts of Yahoo ruefully observes:

‘Once you accept your intuition about how people behave is inherently flawed then you really need a different model for learning about the world.’

So focus on your understanding of people and your service skills or you’ll suffer.

Customer service can make or break you

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