IN THIS SUMMARY
In Pay Attention!, Ann Thomas and Jill Applegate present a guide for addressing the customer service challenge in a modern age where consumers are more skeptical, demanding, and self-reliant. Things like social media and other new online channels represent both a rich opportunity for consumers, and a significant threat to modern businesses. Learning to harness them is essential to a company’s longevity and success. The Pay Attention strategy addresses the basic human need for customers to feel validated and heard. This is a core component of business strategy, one emphasized by management and executed by customer care on a daily basis in order to effectively create a competitive edge in the modern marketplace.