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FedEx This - When Your Company Becomes a VerbIn our customer service training workshops, we have an exercise that introduces a concept called The Five Levels of Service. The levels advance from Unacceptable to Basic to Good to World Class to Trademark. Any company should be happy with World Class, which is when the company is consistently and predictably delivering a level of service that gets customers to come back. Very few companies can get to Trademark levels of service. This happens when a company or brand is referred to in a way that positions them as one of the best at what they do. Most often, it is a comparison. For example, people might say, “They are the Cadillac of their industry.” Obviously, that is a powerful complement for both the company and for Cadillac.   (more…)

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