Does your marketing promote the difference between good and bad or better and best?

The only way to have great customers is to be one.

Rescuing people from the results of their own foolishness is really what customers service is all about. Customers rarely obey the rules. They expect you to rescue them whenever they do something stupid. Will you be a “rescuer,” known far and wide for customer service, or will you steadfastly insist that your customers follow the proper procedures?

You can’t afford not to manage your brand.