Why Public Relations Should Remember Customer Expectations

June 12th, 2013 | Guest Contributor | 18 Comments

Expectation BoardGuest Post by Adam Toporek

All great customer experiences are built upon expectations.

An organization can deliver a customer experience that exceeds industry norms by a factor of 10, but if the customer was expecting one that was 11 times better, the organization has failed.

Image: Roland Tanglao via Flickr, CC 2.0

Expectations are everything in customer service, and PR professionals play an important role in creating customer expectations.

Where do customer expectations come from?

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Friday Roundup: Customer Service

May 17th, 2013 | Shonali Burke | 5 Comments

Have a Nice Day SignTGIF, everyone!

Today’s roundup focuses on one of the most important aspects of any business, customer service. When it’s good, it’s great; but when it’s bad, it can spell T-R-O-U-B-L-E for your company. Here are five posts looking at the importance of customer service (including its importance in public relations).

Image: larryc (Smile) [CC-BY-2.0], via Wikimedia Commons

1. What You Don’t Want Me Thinking When I Buy From You

Why: Adam Toporek explains why a great product alone can’t make up for below average customer service.

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Lessons in Listening and Customer Outreach From Chobani

March 25th, 2013 | Howie Goldfarb | 57 Comments

Chobani CHO-ArtIf you didn’t know I was a Chobani brand ambassador… well, I am. So let me get that out of the way right at the start. I am occasionally am paid in yogurt. Seriously. What a deal, for both of us!

Every business has such relationships. Some foster them better than others.  What Chobani does isn’t rocket science. They do something I always say is more important than marketing. And that is they recognize and support their brand evangelists organically.

Great product. Great service. Right price.

Chobani yogurt ranks in the top tier for taste and quality. Two years ago when the Midwest had a massive heat wave, and the company had trouble keeping up with demand, plenty of cups of yogurt were spoiled in transit or at the store.

Where did customers go to complain? The Chobani Facebook page. And the company honored every spoiled cup with a replacement, whether the spoilage was its fault or not.

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