Seth Godin hits the nail on the head

We discovered and practiced this at Whirlpool several years back: your inbound customer calls to your call center are a perfect way to market to your customers. Whirlpool changed from "avoid phone calls at all costs," to "invest in the call center to drive customer loyalty."

Marketing at the customer service level does not mean sell the customer something. It means deliver value for the customer (via help) so the customer perceives greater value from your brand or product. In turn, they spread word of mouth and become repeat customers.

By the way, trying to chit chat with your customers and "be nice" is NOT necessarily delivering value. I become irrated when I call a company only to have the person on the other end take 30 seconds out of my busy day to ask me how I am doing. A simply "how many I help you?" suffices.

Are you taking advantage of ALL of your customer touchpoints?

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