
Get everyone on board 211
The front-line service staff who are in regular contact
with customers may need more detailed information on the
actions they are to take and their changing role in a partner-
ship situation. Some of them will already be aware of their
contribution to customer satisfaction, but others, as we’ll
see later, may take some convincing.
Communicating with customer-facing staff is vital to the
success of any external marketing initiative. Strong customer
relationships are a critical issue because of the high cost of
finding and winning new customers, in comparison to serv-
ing existing customers. An investment