An old adage claims that it’s better to under-promise and over-deliver rather than the other way round. Very few companies can honestly claim that they excel at customer service but if they don’t there is no need for panic. According to a business consulting online publication, customer service must be made as much a priority as the company can handle it. It is essential to first set up operational excellence before any such tall promises can be made. Instead it can backfire. Once customers are satisfied with the over- delivery, some of them are likely to attract more customers by reviewing the product themselves. The marketing efforts must also not be too cumbersome but instead focus only on such aspects which the company is actually good at.

Source: http://www.business2community.com/marketing/shouldnt-focus-marketing-tactics-around-customer-service-01661446