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Building and maintaining a strong business reputation has become now increasingly challenging.
The outcome of internal fragmentation that is observed and commented upon by customers is now visible to the rest of the world in the era of the social customer ; in the past, only employees or partners were aware of it.
Addressing the fragmentation requires a shift in philosophy and mindset in an organization so that everyone considers the impact to the customer of policy, decisions and actions.
Human response at all levels of the organization can affect the customer experience for good or ill.
Even one unhappy customer can deliver a body blow to a business.

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