Service Marketing
“Sometimes you have to get their attention first,” said the old farmer, who had just whacked his mule in the forehead with a two-by-four. The mule, a little stunned, nonetheless quit being ornery and started pulling the plow. Perhaps Dell has some mule blood in it. Dell is discovering what green marketeers discover in about their forth year of their careers — namely that service is a product. Like all products, quality and suitability to the needs of the customers determines success. Given that technology is complex and that no technology user can last long without support, it becomes a critical differentiator for long-term financial success. (A snide aside: If you want a glaringly good example of lousy customer service, just talk to anyone that uses web hosting from 1and1.com, a company that routinely explores the depths of customer disregard. The horror stories about 1and1.com technical support would make Steven … Continue reading →