Building Long-Term Partnerships with Customer Service
15.1 Explain how to build long-term partnerships with customer service
In a world of increased global competition and narrowing profit margins, customer retention through value-based initiatives can mean the difference between increasing or eroding market share. Progressive marketers are searching for ways to differentiate their service from competitors and to build emotional loyalty through value.1
A sales organization that can develop a reputation for servicing each sale (Figure 15.1) is sought out by customers who want a long-term partner to help them with their buying needs. Satisfied customers represent an “auxiliary” sales force—a group of people who recommend customer-driven organizations ...
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