We often talk about great customer experience as a means to unlock revenue: You retain customers, realize more of their lifetime value, and mobilize an army of word-of-mouth marketers. There’s another benefit to it that is equally valuable, though; and it’s one that’s not as often talked about. This is: dramatically cutting the cost to serve your customers. Think about how much an unhappy customer (before they churn) costs you. They call your help lines. They file support....

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