To Serve Customers, Understand Them
Published 3/12/2009
Author: Chris Tranquill
Summary
Successful companies have a brand or an image that comes to mind when you hear their names. Whether it's Apple Inc., Virgin America airlines or Starbucks Coffee Company, people have a mental impression of the company just by hearing its name. Businesses with strong brands create the same image — and customer expectation — across the board. Everyone in the CRM chain, from marketers to sales teams to service reps, needs to be aware of the company’s brand and image during training in order to successfully promote it and meet customers’ expectations.
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