extramile

What if the not-so-crowded “extra mile” of customer care was actually a state of mind?

Marketers CLAIM they are “exceeding expectations”… but customers are clearly expecting something entirely different and are more often than not surprised, but in a negative way. If so many companies are going “the extra mile”, how come over there there’s no traffic at all? What exactly IS this mythical “extra mile” of customer care?
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