Successful companies should provide the same levels of service as they would to an A-list celebrity client, North-East business leaders have been told.

Marketing and customer service guru Geoff Ramm was the latest speaker at the Business Exchange organised by Teesside University.

Geoff, who has advised major companies across the world, including Emirates, Specsavers and McDonalds, on how to improve their customer service, challenged the audience to think about how they could improve the way they interact with clients.

Using examples of positive service he has experienced, he showed them the impact good customer relations can have on a client’s experience.

Speaking at the University’s Centre for Professional and Executive Development in Darlington, he said most businesses think they offer excellent customer service, but when challenged to a hypothetical situation where they were serving an A-list celebrity, business owners can think of ways in which their service could improve.

“This is what I call the ‘celebrity service gap’,” he said. “It’s the gap between the top levels of customer service and the extra mile further you would go if your customer was an A-list celebrity.

“That gap is what will separate you from your competitors and increase your profit levels.”

He advised the audience to constantly look for ways to improve their service, and not become complacent when dealing with clients.

The Business Exchange is a network of senior leaders from businesses and organisations in the North East and North Yorkshire, with events held at Teesside University’s Darlington campus throughout the year.

Each event features a high-profile figure from the business world, speaking on a topical theme.

Laura Woods, Director of Academic Enterprise at Teesside University, said: “Geoff’s performance energised the entire room, and he gave a fascinating insight into the difference that really great customer service can make to an organisation.

“I think everyone who was there came away on a mission to find ways to give their clients the A-list celebrity treatment.”

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