PART II
SERVING YOUR EXTERNAL CUSTOMER
Every time I come to the Apple Store they tell me I have beautiful eyes. That’s good customer service right there!
—Brittany, Apple customer
Think back to a bad customer experience. If you’re like most people, you will not have to think back that far. Bad customer service seems to be the norm these days. Brands like Apple that are hailed as customer service champs do things differently. It starts with inspirational leadership on the executive and management levels. Leaders who fail to inspire their teams and to clearly communicate their vision will never build companies that are admired for their superior customer experience. How can they? Employees who are discouraged, dejected, and demoralized have zero ...
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