Do not leave your customer interaction to chance. you have to design how you interact with your customer. how your customer service agent talk and interact with your customer, how you greet your customer, the kind of language you use for your customer and also the communication process. This is the secret big brands like virgin Atlantic, Orange, BBC e.t.c use and that is what sets them apart from you.
Your customer interaction should also include what should be on your website and the manner you assist your customer.
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