Here is a great post by Stephen Pollard I have just read in the Daily telegraph.
I had to share and add a short build of my own:
Want to create loyal customers? Screw up and annoy them (seriously). When they draw your attention to the screw up, fix it in such a way as to make them gasp with pleasure. Because most customers receiving great service wouldn't know it if great service danced naked in front of them. A hiccup in great service put right, rapidly and effectively, is what creates long term customers.

This is pretty much what Stephen Brown was saying in the Harvard Business Review way back in 2001 - and in books later like Marketease. http://hbr.org/2001/10/torment-your-customers-theyll-love-it/ar/1
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