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Every customer service training session (or keynote speech or workshop or breakout session on the topic) needs to include both the why and the how: conceptual/inspirational/cultural themes on the ...
Had I come out with a typical customer service presentation, I would have failed. The preparation was important. I asked the client to describe, in detail, the audience.
The better the customer experience, the easier it is to compel your audience to take action. Deliver a poor experience, and you jeopardize your chances of achieving your desired outcome.