Genuine customer service is indeed very sticky.
Whatever be the stature of the brand, unless it is supported by genuine service, perceptions painstakingly built over years seldom take much time to crumble from its foundation.
Outsourcing customer service is a risky proposition. Employees understand the soul of the brand. They understand that their interaction is one more step to take the reputation to great heights. An outside party is more often than not detached from the soul of the brand.
Think about your last holiday. Think of the service- the extra attention during dinner. A little extra concern towards your sightseeing. That upgrade that came at no extra cost. Now was it this amazing service or the big brand stature that lingered on in your mind several days after your holidays.
A brand has to be built to create an expectation, a perception.
However a brand can only walk the talk through genuine service delivery.
Brand and Service are the two legs of a proposition.
One is incomplete without the other.
Thus the article in Forbes clearly states, Customer Service is the new marketing.
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