A failure in service is more visible to the customer than dozens of successes. Delays, defective products, or lost luggage are a black spot that quickly expands into quality control efforts. Many of these mistakes are avoidable. Customer recovery systems at that moment become a fundamental factor... Continue reading

Management based on loyalty, which aims at retaining customers and employees in order to improve profitability, goes beyond the typical customer satisfaction surveys. The success of this strategy is based on understanding that satisfied customers are not necessarily loyal. In all strategies based... Continue reading

Establishing a brand on the market is the true art of marketing. It’s not the product being consumed, but rather the image one has of it. Building a brand is not simply giving a product a name, but also creating an experience. This means keeping in mind the contact people have with the brand.... Continue reading

Recently, the “brand” has become for many people the philosophical cornerstone of business. Its management, called “branding”, has become fashionable. In the last three years in the United States, more than 2,500 books have been published on this topic. Now that we know... Continue reading

Implementing a policy of cost reduction in companies has not been an easy process. No company can say it has enjoyed it. But I agree with Bill Dahlberg, president and CEO of The Southern Company. Dahlberg is at the forefront of a revolution in his gigantic public electrical services company. The... Continue reading