You may have spent a fortune on logo design, put endless thought into colour schemes, paid considerable attention to product quality, but have given your staff (who seemed really cheerful at the beginning) a mere gloss-over of customer relationship management, if any at all. The bottom line is that the biggest interaction your customers will have with your brand will be that moment when they pick up the phone, make

They say there’s no sentiment in business but in fact it’s sentiment that drives everything in business. Part of the problem in difficult economic times is that people expect things to be difficult. A downturn can be no more than negative reaction to an event that is unexpected or perceived to have merely the potential to be threatening. Shares are hurriedly sold, sales drop, companies downsize. And a ripple effect