chapter 4a google of apples a daythe art of anticipation in the modern world of customer service

to bind customers to you through service requires what I call “The Art of Anticipation.” Most any business, some of the time, can provide satisfactory customer service. And, with the help of the four-step system laid out in Chapter 2 (perfect product, caring delivery, timeliness, and effective problem resolution), it’s a straightforward process to learn to provide it consistently.

But anticipatory customer service is a different ball game, even if it’s played in the same stadium. This is where the magic happens, where you bind customers to you and create fierce loyalty and true brand equity.

Think about it this way: Nobody ever shouts out, “Yeehaw—I ...

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