The Broadstripe Service Guarantee
Customer service is an important factor to increase sales in almost all industries. Broadstripe, a small provider of cable, Internet, and phone services saw it as a solution to increase sales as their company was filed for bankruptcy protection in early 2009. To improve the customer service experience, Tony Lent, Chief Commercial Officer at Broadstripe, launched a 60-day MBG offering both new and existing Broadstripe residential customers 60 days to test the cable provider’s services (Wirtz, Chew, & Lovelock, 2012). This service guarantee had received excessive amount of positive feedbacks from both new and existing customers which led the company to have earned $162 million in revenue. The company achieved great success due to the improved customer service experience.
A well-designed service guarantee has a huge impact on a firm’s service employees, operation current and potential customers and on marketing and sales. Firstly, service employees are extremely important to the company. They are the core part of the product, representatives of the service firm, brand ambassadors, affect sales, and determine productivity (Wirtz, Chew, & Lovelock, 2012). A well-designed service guarantee reflects directly on service employees. In addition, they would be able to represent the brand better knowing that they work for a successful company. Secondly, potential customers would automatically be drawn to the company if it provides a well-designed service guarantee. It is very obvious that Broadstripes has attracted both existing and new customers ever since 60 MBG was launched. To the new