Backing a brand with stellar customer experience

05/10/2013 | B2C Marketing Insider

Brands damage their reputation when their customers routinely have problems with their products. Focusing on the total customer experience can stop brand erosion before it takes hold, writes customer-experience expert Gregory Yankelovich. He advocates identifying the cause of problems, measuring on social media the damage they're doing to a brand and analyzing if it's cheaper to fix the problem or cut the product.

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