Question
Services that are hard to measure from a customer's point of view often include those that are intangible or subjective in nature. This could include services like consulting, counseling, coaching, or other professional services where the value is often tied to the individual's perception of the service's effectiveness or value. Other examples could include services that are complex or multifaceted, such as healthcare or legal services, where the customer may not have the expertise to fully evaluate the quality or effectiveness of the service.
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While readers will find the traditional marketing elements such as product, promotion, place, and price – the focus of Selling the Invisible is on how customer service and relationships impact sales. From how to use customer complaints to improve a service and better position that service, to more clearly defining a service and the targeted customers, the material Beckwith presents will surely create some "aha" moments, if not a genuine epiphany!
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