Customer service is where the "marketing rubber" meets the road, so to speak. And if you think you're doing it right, you may want to think again. An article from Harvard Business School's Working Knowledge found that when they surveyed 362 firms, 80% of them thought they provided "superior" service, but only 8% of customers thought so! The study found that those who got it right followed 3 D's: designing the right offers and experiences, delivering those propositions, and developing their capabilities. The authors make excellent points about customer advocacy, gathering and analyzing feedback and training employees.