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Why Customer Service Deserves More Respect


Why Customer Service Deserves More Respect | WVU Marketing Horizons with Amas Tenumah

Amas Tenumah explains why customer service is broken and what we, as marketers and as consumers, can do to help fix it. The reasons range from the industrialization of the customer service function, where it became all about efficiency and cost-cutting, to the difficulty in demonstrating quick results from investments in happier customers. But he ends on a high note, with encouraging news about the power of technology to improve the ability of call center reps to establish rapport and solve problems. Amas shared some interesting hacks with us from his latest book, Waiting For Service, including how as consumers we can advocate and achieve better service for ourselves!

In our post-recording chat, Amas shared one more tip to check out: ACSI, the American Customer Satisfaction Index, where you can find CSAT scores by industry and by company, across the U.S. economy.

Amas highlights three tips for customer service:

  • Customers vote with their wallets, so it’s up to marketers to make executives understand the financial value of a solid customer service infrastructure and process.
  • While customer service has been viewed in recent decades as an unwelcome cost center, AI and other technologies are showing results in delivering better service more efficiently.
  • The American Customer Satisfaction Index offers a valuable assessment of customer service levels by industry and by company.

About our Guest

Amas Tenumah

Amas Tenumah
Humanist, Futurist, Storyteller

Amas is a humanist, futurist, and storyteller. Amas obsessively focuses on two topics - Customer Experience & Living Blissfully.

Amas’ life's work so far has been advising companies and governmental agencies on how to deploy technology to connect emotionally with employees and customers. Amas is often asked to keynote or advise select C-Suite executives 1 on 1. He has given dozens of Keynote presentations at Salesforce, National Dentist Association, Annenberg Foundation and many many more.

Amas work has been featured on NPR, FoxBusiness,Fortune, Forbes, The Huffington Post, Entrepreneur and other business journals for thought leadership.

Amas has helped organizations like Fastly, Wendy's, Teleflora, Coca-Cola, state of Oklahoma and DirecTV.

Amas’ books include Waiting for Service, The Curated Experience, The Joyful Stoic, and No One Wants Customer Service.

Meet the Hosts

Cyndi Greenglass

Cyndi W. Greenglass is a founding partner and president at Livingston Strategies, a data-informed, strategic consulting firm that helps clients develop, execute, and measure their customer communications with a close focus on results. Cyndi has razor-sharp strategic skills matched by impeccable on-the-ground savvy and tactical abilities. She is an Adjunct Instructor in the Data Marketing Communications online master's degree program from West Virginia University.

Greenglass has twice been named into the Top 100 Influential BTB Marketers by Crain’s BtoB Magazine and was the 2012 CADM Chicago Direct Marketer of the Year. She is a member of the Board of Advisors for BRAND United and has taught, trained and presented at over 50 conferences throughout the world.

Ruth Stevens

Ruth P. Stevens consults on customer acquisition and retention, for business-to-business clients. Ruth serves on the boards of directors of the HIMMS Media Group, and the Business Information Industry Association. She is a trustee of Princeton-In-Asia, past chair of the Business-to-Business Council of the DMA, and past president of the Direct Marketing Club of New York.

Ruth was named one of the 100 Most Influential People in Business Marketing by Crain’s BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She serves as a mentor to fledgling companies at the ERA business accelerator in New York City.

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