CHAPTER 8

The Name’s Bond … Social Bond

An emerging trend in multinational organizations’ customer service strategies can be expressed simply in two words – “personalization” and “connection.” There’s a growing focus on how, as organizations, they can bring the customer’s life into their business (personal data mining), bring their business into their customer’s life (social networking) and tailor key aspects of the product, service or experience to each customer. How they can connect more often in more meaningful ways with customers. How they can become beloved by the customer, make each touch-point more authentic and enjoy a long-term bond together.

Bonding with each other is what we’re programmed to do. One of our deepest fears is that we ...

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