The art (and science) of service

Like all advertising agencies, Imaginuity Interactive retains employees that comprise its account service team. Of course, the goal of this team is to deliver excellent customer service to our clients. But what is excellent customer service?

The concept of customer service is not a new one. Presumably, since the dawn of time, merchants have known that happy customers are customers who willingly return to shop again.

The subject got serious in the early 1900s when organizations such as the International Organization for Standardization (ISO) in Geneva, Switzerland, were formed to create official guidelines related to customer service. Standards remain important today not only because they protect the consumer, but also because all companies struggle with how to set key performance indicators (KPI) around something as subjective as “excellent service.”

Particularly since 2000, the ISO has published additional standards around this topic. Now universally accepted standards exist for:

  • Performance improvement
  • Customer service conduct
  • Quality management in handling customer complaints
  • Dispute resolution

Those standards are important, but arguably the most important quotient to be considered when measuring customer service is the “Feel Good Factor.” This sometimes intangible gauge is different for every client relationship, and it has more art than science behind it.

Customer service has an interesting history that is worth a few minutes’ research on Google or a few months’ worth via books on

At Imaginuity Interactive, client service is a part of everyone’s job. From project managers to creatives to developers, we all interact with clients and we share the client relationship. That means continuously working with our clients to ensure they are pleased with our performance.

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