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I was talking recently with a colleague whose son buys a lot of Lego's -- I mean hundreds of dollars of kits. After discovering he was missing a piece in one of his recent kits, He wrote the company. All he got was an automated form back -- no information on next steps, no offer to send the little piece. Why? Why not take care of the little things? Why wait for a potential avalanche or disenchantment?

Each touch point is part of your brand.

"I believe the future is for those companies that learn to navigate the subtle line between commercial offer and respect of the preferred communications styles of the people they intend to reach."

Valeria, you have hit the heart of communication right here. If more companies reached out to their customers in the way customers wanted, they would find a much more receptive audience!

Thanks for raising the visibility. :-)

Yes, we have come to expect fast response times ironically because many times we have received no response. An answer is also part of closing the communication loop -- no reply keeps the item open in our mind. Even when the experience has been positive so far, open often equals unresolved.

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