A man has single-handedly managed to wipe $180 million off the value of an airline, simply because they got their customer services wrong (http://news.bbc.co.uk/1/hi/world/americas/8164273.stm).
This may be an extreme case but it clearly demonstrates the importance of the issue of customer services and how dissatisfaction can be very costly. Whatever the size of the business, people talk (or in this case sing) if they receive poor service, particularly if a complaint is handled badly by staff.
To make sure you’re safeguarding your brand by providing effective customer services, have you asked them recently for their feedback by carrying out a satisfaction survey? If you haven’t in the past 12 months, now is a good time to start thinking about a review because in this difficult economic time, no-one can afford bad publicity.
