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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