It's no secret that customer service has a stronger brand impact than almost anything else a company does. In our modern economy, many companies don't often get the chance to speak one-on-one with a customer. When they do, that interaction has a profound effect on the customer's opinions.
So why is the telephone, as Ginger Conlon describes it, still an "overlooked" branding tool?
Zappos CEO Tony Hsieh has it exactly right, as quoted by Conlon: "We want to talk to customers. The telephone is one of the best branding devices out there."