I agree with Mark Choueke that the customer experience is the new battleground (Leader, MW 3 November). For seven years now I have refused to purchase anything from one retailer and one restaurant chain simply because of the appalling customer service I have received. I even go out of my way to advise others to think twice about going to these establishments. Investment in some customer service could have sorted the problems so easily.
It doesn’t mater how much effort these companies put into campaigns, it will never change my opinion of them. The final point of sale is often the most important and if you have spent the money driving people towards that goal, just make sure you can carry the promise.
Julie Morse, Market Manager