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It has come up in conversation quite a lot lately – the feeling that customer service is lacking. Sure, businesses are stretched, are trying to do more with less. But that doesn’t mean the customer experience should suffer as a result.

My (Abbie, that is) friend Mike Cassidy is the senior executive director of the YMCA in the Desert Foothills area. He has an interesting perspective on customer service. He suggests that every interaction with a customer (or client) is a marketing opportunity and we have the power to create and manage expectations. Check out his post and let me know what you think.

Abbie S. Fink
Abbie S. Fink
Vice President/General Manager Abbie has been doing public relations her whole life…from organizing a picket line in 6th grade to organizing client communications today. She’s passionate about a lot of things, you’ll see. Check out Abbie's full bio


  1. Mike – you are so right, every customer interaction should be considered a marketing opportunity. We all have the opportunity to engage with our customers-those that take advantage of it are more likely to succeed (IMHO).

  2. Dana Hughens says:

    Abbie, this is great. Thank you for sharing it.

    Mike, I love it! Keeping it real should be easy, so why do so many companies fail? And a very real message to communicators about everything being marketing. It is so true. Clean up the parking lot, people! I like that so much that I think I’m going to start using “clean up your parking lot” when I’m talking with clients about getting things in order before they go out with a promise they aren’t quite ready to deliver.

    Thanks for your candid thoughts on this!

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