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At Your Service: How to Attract New Customers, Increase Sales, and Grow Your Business Using Simple Customer Service Techniques by Frank Eliason

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CHAPTER 1

This Could Be Your Brand

There are some things in life that you just can’t make up, so I will start by sharing a real-life social media case study that is playing out on the Internet as I write. The story is powerful and could easily happen to your brand. We are starting with a story that is intended to educate you on the impact your Customer can have. I am not looking to trash the individuals involved; in fact, in the way I see it, this could easily be your brand or mine. In any case, I am not a gamer, but I love what this product and brand stand for and I think you will, too. I am hopeful that Customers and potential Customers will look past this incident and bring success to the company involved.

Have you ever heard of Kotkin Enterprises or David Kotkin? Kotkin Enterprises was founded by Dave Kotkin and they make unique game controllers. According to CBS 4 in Miami, Florida, David was an art teacher at Holmes Braddock Senior High School in Miami. A student wanted to use his new game system but had trouble due to a skin condition. David went to work and created the Avenger controller, an attachment over the existing controller that the student could use. It is an amazing story of success in America. There was a need and David was able to invent the solution.

David had been an inventor for years and had sold some of his inventions to others. However, with the invention of the Avenger controller, he decided to build a company himself. Like many other small business owners, ...

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