Let customers drive your customer service

03/21/2013 | DMNews

Customers know what they want out of an experience with a company, and it's consistency among the service channels, attention after their business is initially won, and respect for their privacy and preferences, writes direct marketing and customer service expert Ernan Roman. Customers don't want to be manipulated, he writes. Instead, the "goal of customer experience marketing must be to improve the customer experience through engagement."

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