Tony Hsieh didn’t start Zappos and then, in year three, decide to deliver the best service the industry has ever seen.
Herb Kelleher didn’t build and operate Southwest Airlines and then decide to turn the airline industry on its head. (The original flight attendants were chosen by a committee that included the same person who had selected hostesses for Hugh Hefner’s Playboy jet.)
Delivering true magic isn’t something that can be fixed with a half-day training class. Because everyone works in marketing, ‘wow’ has to be baked in to the company’s culture. The larger the company, the harder it is to change the culture.
Frank Eliason and his team are doing great work trying to improve Comcast’s customer service and image using Twitter, but that’s customer support, not magic.
Magic has to be baked in.