Companies that empower employees to go the extra mile in customer service are the most likely to get customers talking, says Help a Reporter Out founder Peter Shankman. He cites an example of a hotel he stayed at in Dubai, United Arab Emirates, where a maid noticed he was running low on toothpaste and left him a new one she had bought along with a note. He posted a photo of the toothpaste to social media, and the hotel is now tracking reservations driven by the photo, he writes.

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