One of the most striking differentiators about companies who win in today’s mass customer markets is their ability to put customers at the centre of their operations and to ‘work with their customers’ not just manage customer interactions. At a time when poor customer service is estimated to be costing the UK around £14 billion a year, companies need to understand the difference.

From Budd’s Fast+Simple research into excellence with customers, Amazon and first direct are the two most often quoted examples of companies who make it easy for their customers to do business with them. How is it that these companies have walked away with the top customer satisfaction awards year after year? What makes the difference? In our research we found the common factor for successfully stopping doing dumb things to customers was ‘closing the loop’ of listening to customers frustrations, fixing those frustrations and so changing the way operations works.


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