Ted Topping

Creative Insights Inc.

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Customer Service: The Underused Competitive Advantage

Your brand is a feeling, a reputation and a promise that you can reinforce through service

To a customer, a brand is not a logo, a name or a product. It is a feeling, a reputation and a consistently delivered promise. And for a customer, service is always personal. In this session, Ted Topping examines how and why on-brand service (not breaking your brand promise at the most personal level) is more critical than ever. He offers specific ways in which companies can improve the total customer experience they offer, and then deliver that experience consistently. Because it is so easy to talk about delivering service using great-sounding words, this session addresses the realities of service and value, service and branding, and price and loyalty.