It wasn’t that long ago that you would go to a store, dine at a restaurant, do business with a vendor or call a customer support center and notice how good the customer service was. A great service experience stood out. It was noticed. It was a differentiator.
I started my speaking business in the 1980s. I know, I look much younger than I actually am, but it really was that long ago. Back then, the rock star company that was known for customer service was IBM. They recognized that if they created enough value beyond the actual product, that price would seem less important. That brings me to Lou Sterns, Distinguished Professor Emeritus of Marketing at Kellogg School of Management at Northwestern University.
I had the chance to attend a weekend marketing program at Kellogg with Professor Stern. He shared a case study that I’ve often thought about and even referenced
