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Marketing,that works in India by Y Moorthi

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12

Service

12.1  IS SERVICE THE DIFFERENTIATOR?

Many multinationals have a standing instruction for their employees – ‘Attend to the phone call in the service station before it rings thrice’. Reputed Indian companies follow this rule as well. I once asked an end-to-end IT player why they were so particular about the three rings. After all, customers are used to waiting in India. The answer was, ‘Look, we deal with multi-million dollar contracts. One big customer can mean a lot. Business deals might be at different stages of maturity in different departments. So even if there is a small service problem in one department word can spread. It is better to be safe than sorry. To put it even more crisply, how do you know if the customer on phone is ...

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