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This is more advertising their service. It just like selling products and say "we have excellent products". Who defines the level of excellency?
Some companies defined strict policies and procedures to handle customer's requests or complaint. If the manage to keep it within these processes and procedures, for example "within24hours", they call it exceptional service. But who says that handling a request within24 hours is exeptional?
This is making the customer delighted rather than just satisfied. Just a satisfieed customer can turn into a DETRACTOR and go viral on the social media but a customer who is delighted by the service would remain an unpaid promoter an unpaid advertiser of the brand.
Understand that Customer Satisfaction is based on loyalty, identity, values, and relationships
Personalize your service to meet your customers’ needs
Listen to Customers; Take appropriate action; keep it simple
Exceed expectations and treat customers as if you would treat a guest in your own home.
Listen to your customers; Change their attitudes, and fix their problems
it is important for every company for exceptional services to survive.Warm relation with client is essential.