Customer Service Week: Lessons for firms on better consumer experience

Brand experience goes beyond customer service as it encompasses all the feelings consumers have before, during and after interacting with a brand. [Istockphoto]

The first week of October is a time when businesses celebrate the importance of customer service and the people who serve and support customers.

Businesses try to outdo each other by coming up with more innovative ways to excite frontline employees who put a smile on the faces of their clients.