Every single customer service interaction has the potential to make or break brand loyalty. This is no secret. Just one bad customer experience can be enough to send someone in search of an alternative product or service; according to Gartner, simply requiring a customer service interaction increases the likelihood of losing the customer fourfold . Good customer service is the expectation, the baseline. Good customer service isn’t about winning loyalty, it’s about maintaining it.
If good customer service is expected, companies often conclude, then delighting customers by going above and beyond is the way to stand out and differentiate themselves. But ...