Why invest in a website, business cards and voicemail when you do not return phone calls?
Why ask for customer feedback when all they get when they call your customer service line is a message about how “important” their call is to you?
Why give employees perks when you cannot make payroll?
Why put a mint on the hotel guest’s pillow when the sheets are stained?
Why worry about the customer experience when your call center employees are not allowed to deviate from the call script?
Why carefully craft a hand-written, personal thank you note to customers when your automated, monthly account statements are undecipherable?
First, take care of the basics.