Brand is about providing value to customers, systematically and repeatedly. When a company makes a promise to a customer that promise has to carry over into every aspect of the company’s dealings with their customers. Make a promise to produce a service within 3 days, but don’t answer your voicemail and email for five days, the chances of a customer perceiving you are going to keep your promises on the service are low. Every point of contact with a customer has to be assessed for how a point of contact with customers will affect your customers’ perceived value of a company’s services.
Internet based companies need to think about how quickly it takes them to reply to customers. Set some standards and metrics to see how you progress over time. These metric will allow your customer service department to determine their needs for staff, or find other quick ways to answer your customer’s questions.