Customer service is about reverse marketing, says Gerry McGovern

An interesting take on the power of customer service from Gerry McGovern. He talks about reverse marketing - where the customer's activity searching or using social media provides insight into what they care about. 

So by being responsive to this, the organisation encourages the customer to market on their behalf.

Gerry concludes:

Reverse marketing is about letting go control. It is about being highly adaptive and responsive. It is about allowing the customer to become the organization, so that the organization becomes the customer. It is about being loyal to the customer. It is about listening. It is about being useful.

The growth of Reverse Marketing - article by Gerry McGovern