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Should You Outsource “Personal Touch”?

October 13, 2008

I came across a business inquiry on LinkedIn seeking to outsource “Personal Touch”. The requester wanted an outside company to send thank you letters to customers after they purchased a product because they don’t want to handle the follow ups internally.

This is a classic example of a transactional mindset about customers. In this day of instant communications via phone, email, blogs company websites, it’s amazing that companies feel they can’t handle building relationships with their customers. Folks, if the customer was important enough to you when they initially bought your product, then they should be important enough for someone in the company to follow-up.

Some companies allow their CEO’s to handle this function. Which company do you suppose would get more positive word of mouth, one whose CEO follows up a sale or one who follows up with a disinterested third party? You make the call.

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