The notion that companies must go above and beyond in their customer service activities is so entrenched that managers rarely examine it. But a study of more than 75,000 people interacting with contact-center representatives or using self-service channels found that over-the-top efforts make little difference: All customers really want is
When most sprint events are decided by milliseconds, it’s essential that a sprinter hones his or her reaction time and start technique. A fast start enables an athlete to reach her top speed before her competitors, putting her in a better position to win the race. In various sports such
The advantages of going big are too appealing. Big brands tend to be trusted by funding institutions and therefore get to access funding more easily. In addition, they have the resources to hire the best talents and are exposed to a wider customer base. However, building a big brand is
Brand development is how we communicate ideas and values about our businesses and ourselves. We can define it as a process that includes any and all activities that lead to forming a specific image in the eyes of the customers about a company or a person.