Godiva‘s Pete Campbell, director of corporate sales and customer service chats with Direct Marketing News editor-in-chief Ginger Conlon at the 2012 Direct Marketing Association show in Las Vegas about why it’s the personal touch that matters, whether we’re talking B2B or B2C.
Customer relationships are built on engagement, and for marketers to keep passion alive for their brands, they need a good support network in place to react in real time. Customer experience is built on customer service.
“It’s like a marriage,” says Campbell. “You can’t let little things build up over time.”
Listen to your customers, he says: “You have a strong brand when your customers tell you [that] you have a strong brand—not when your marketing ream tells your customers you have a strong brand.”