Onestone blog

We ask experts to share their experience about customer strategy in the broadest sense of the word. Our bloggers write in their native tongue.


Just how far do we need to go in our effort to satisfy customers?

We want to be loved: by our friends, by our family and by our customers. When considering satisfied customers, we believe them to be not only more pleasant to work with, but also more loyal to our brand and keener to buy more of our products. We believe this, because we are told so by the industry that has formed around the concept of customer satisfaction. Time for an easy profit?

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Horst Remes
Be gone with customer service!

Let’s abolish customer service.  Paying for an entire team of people  to solve the same problems over and over again is just costing us too much. Those who call are mainly frustrated anyhow and they are no less frustrated after talking to them. And the customers we actually would like to speak to, simply don’t call us. Or they can’t get through.

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Stéphanie 't Felt
God has a service concept.

A few weeks ago my son of 18 months, was admitted to hospital (he is back at home now, safe and sound). When I was visiting him, I regularly passed by the hospital chapel. One day my attention was caught by a poster of the “Publisher wall papers” association, with the intriguing text: “God does not fulfill all our wishes. He does keep all his promises.”*. Now that’s a clear service concept for God, I thought to myself. Well-formulated, precise, concise and intelligent communication. Wishes addressed to God by believers in a hospital are most likely of a different order than a “promotion”, “more money” or even “more love”. To prevent those who have faith from becoming disenchanted, this poster makes clear to them what they can expect and what not.

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Marleen Strubbe
Why you shouldn’t listen to your customers

Listen to your customers! Want to know what to do to have satisfied customers? Just ask them! That is the opinion of many self-proclaimed gurus of customer satisfaction.

Have you ever crunched the number of what it would mean if you could do what customers ask?

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Horst Remes
Efficiency vs. customer satisfaction: the search for middle ground

A paragon of future efficiency: every day organisation work to reach the unthinkable. But only a few succeed at it. Or is it a coincidence that authors and public speakers have been referring to the same five examples for years? Far too often efforts result in a dead end street. Improving one domain usually diminishes the efficiency of other processes.

Next thing you know, people start questioning change. “Does our company efficiency really need improving?”, “Isn’t all of this mouldering away at customer satisfaction?”. And then there is that dreaded dilemma: how much efficiency do we sacrifice for customer orientation- and vice versa? How do we even out both?

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Horst Remes