competitors are new
challenges. Cultural
differences can pose some
higher hurdles for the
consumer as well as the
business owner. Customer
service that is outsourced
to and from these countries
across borders to the U.S.
have to undergo some
training to understand the
nuances of language and
meanings. There has to be
a bridge to communicate.
When training these crossborder customer service
agents, cultural differences
are highlighted to help
make the translation.
“To be relevant in
your industry or
field, you now need
to be exceptional at
creating a customer
experience that
makes the customer
want to keep coming
back.” She continues,
“That is my
conversation. How
do you make that
connection?
How do you
communicate
that on the
inside of an
22 | Eydis Magazine
organization? Because what
happens on the inside is
going to show up on the
outside.”
If you take your eye off of
customer focus, people will
revert back to wondering
what else is out there in
terms of your competition.
Customer service is not just a
one-time thing. Companies
must do it on a regular basis.
It has to become part of their
daily operations. There are
no casual conversations with
customers.
I asked Marilyn what would
be her one best piece of
advice to business owners.
She shared, “My one piece of
advice is that customer love
is in the details, so make each
point of contact count. Every
interaction that a customer
has—on your website, on
hold on the telephone, live
in person, or thru chat—
every time your company
has an interaction with a
customer, your organization is
being evaluated. Every time
customers decide whether
their experience with
your organization was
positive, negative,
or neutral, so
make all those
points
count.