AMCHAM NEWS
Customer Service as a
Marketing Tool Seminar
Our first event in 2015 featured Barbara Operschall,
longtime CEO of Best Western for Central Europe. For
many years, her role in this globally recognized hotel was
as the "regional link" between the US-based headquarters
and hoteliers in Central Europe, implementing and overseeing global standards applied throughout the region.
Ms. Operschall offered insights gained from her professional experience during this half day seminar, including the organizational and training approaches that are
required to encourage staff to strive for service excellence and how companies can exceed expectations and
surprise their customers. Ms. Operschall also offered
advice on how to set up procedures that will turn a
complaining customer into a loyal, happy one and how
to implement structures and tools to monitor customer
service quality. She emphasized that delivering and then
promoting excellent customer service – especially in
the social media age – can become the company’s most
effective marketing tool.
Continued on page 28
Barbara Operschall, CEO, Speech Code
Spring 2015
Issue 45 27