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The 2016 Customer Election

The 2016 Customer Election

Author: Lindsay Merwald/Monday, March 14, 2016/Categories: Industry News - Graphic

(Quoted from Teresa Allen and Sign & Digital Graphics Magazine. Full article here.)
While watching the never-ending media commentary on the the 2016 election, it occurred to me that the political arena is not the only place where a new reality has emerged.

The fight for customers in this year’s consumer election is also now totally in the hands of the disgruntled or delighted individual. Just as it seems that the power of multi-million-dollar campaign spending by super PACS has little effect, the investment of millions in product advertising campaigns now pales against the screaming voice of the customer. Whether it be a United Breaks Guitars song or the audio of the Comcast employee who kept a disgruntled customer on the phone for 45 minutes, the single customer service close encounter on the front lines has repercussions in today’s marketplace louder than even a Super Bowl ad campaign.

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