It's no secret that in 2020 our entire work culture changed. Our interactions with one another are different now. Peoples' work lives have changed, as have our work hours. And we've become (maybe a little too) comfortable wearing our "Zoom clothes."

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Based on such profound changes, the way brands need to be available for customers has changed, too.

It all boils down to customer service.

Andy Cabasso, founder of Postaga, joins Marketing Smarts to talk about the importance of CS.

Most of us think that CS is simply answering phone calls and emails, responding to complaints, and fixing problems. But Andy shares how customer service needs to be two-pronged: preventative and responsive.

In fact, if a customer has made it through your FAQs and is reaching out to contact you about a problem...  that points to a failure of your systems. You've done something wrong.

By providing a memorable customer support experience, we can both solve problems and actively cultivate brand evangelists.

And CS is much more ethan a cost center. Customer service is, in reality, a huge differentiator that even allows new, fledgling businesses to compete with incumbents.

And here's the episode's big secret: It doesn't take much to look great. So many organizations screw up customer service so badly that all it requires is just a little competence to stand out from the rest.

Listen to the entire show now from the link above, or download the mp3 and listen at your convenience. Of course, you can also subscribe to the Marketing Smarts podcast in iTunes or via RSS and never miss an episode.

This episode brought to you by Validity:

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For over 20 years, tens of thousands of organizations have relied on Validity solutions to target, contact, engage, and keep customers—using trustworthy data as a key advantage. Validity's solutions deliver smarter campaigns, more qualified leads, more productive sales, and ultimately faster growth. For more information, visit

"Marketing Smarts" theme music composed by Juanito Pascual of Signature Tones.


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