An educated customer is your best client

An educated customer is your best client

Can customer education be linked to the bottom line? Is there any economic value that could possibly be accrued by investing in ensuring a more informed customer base?

By CAROLYNE GATHURU

Customer education is popularly referred to in marketing and customer service circles as the production of more ‘informed buyers’ by providing inputs on an organisation’s products, services, capabilities and general direction. This is done with a view to improving the customer experience, and influencing the buyer decision.  Indeed, the founder and former CEO of Syms Corporation, Sy Syms, is widely quoted as saying, “An educated customer is our best customer.”

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Why attitude is key in customer service

Why attitude is key in customer service

Attitude change can only come from the individual and is not transferrable, a process whose outcome is not contained in a technical or professional manual or work instructions

By CAROLYNE GATHURU

In many organisations, staff that directly deal with customers either face-to-face or on telephone, are commonly referred to as ‘customer service’ staff. But who really are customer service staff, and are the qualities sought after for these positions applicable to the wider organisation?

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