Naked Conversations: Why Support Matters
Shel Israel continues to confirm that customer support should be marketing driven and not regarded as just another cost of doing business:
“I go so far as to believe support should be a part of an enterprise marketing organization. It should not be treated as an ROI-depleting expense, but an opportunity to generate word-of-mouth marketing champions. For me this is an issue of emerging passion. In a world where companies and customers are having fewer and fewer face-to-face or voice-to-voice encounters, the imprint of the support line conversation is eclipsing the 30-second spot, the full-page ad and the ten city media tour in terms of perceptions and brand.”