Branson voted best ambassador of customer service
Sir Richard Branson is considered the best ambassador of customer service, according to a poll of several hundred industry professionals in the UK. 
Amazon founder Jeff Bezos took second place, followed by fictional insurance advert character Churchill the dog, in a survey by the UK’s Institute of Customer Service.
Jo Causon, the Institute’s chief executive, said it is no coincidence that Branson and Bezos topped the poll.
“They are both renowned for high service standards in their fields,” she said. “Sir Richard is often prepared to take the customer’s side, while Jeff Bezos broke the mould with Amazon, by developing the blueprint for effective, personalised, online customer service.
“And our latest research of 25,000 consumers saw Churchill achieve a world class score for customer satisfaction, so perhaps Churchill the dog symbolises a company which puts good customer service at its heart.”
Causon adds that customer service is the vital differentiator in business today and says those who recognise the talents and contributions of all their staff will motivate their people, improve customer loyalty and boost profits.
“The key to success is to treat customer service as a culture, not a department. You must listen to your customers, deliver on your promises, invest in your staff and be prepared to evolve to meet the changing needs of your customers. “
Research shows around 90% of customers are likely to tell others about a bad customer experience, but satisfied customers also tell other people, therefore generating new business.