He added, “In our experience the marketing and customer service functions of an organisation need to be closely aligned. We work with global customers and key to the success of our partnerships is the ability to create a consistent customer experience irrespective of customer location. This requires complete coordination of activities across all touch points. Often this goes as far as embedding customer service training into the training regime of senior executives to ensure that culture of ‘customer first’ becomes ingrained into the very fabric of the customer organization.”
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