Build trust, not just products, says Professor Mark Vandenbosch

In a feature on TouchBistro, an app that allows servers to take orders tableside and send them to the kitchen, The Globe and Mail asks Mark Vandenbosch about why customer feedback is key to success.

“In many situations the product is replicable,” he says. “If you can find customers that are sticky to you as a company or your product, then you’ve got a better chance. The customer interface is way more important, in most cases, than the product.

“Do they trust you more? Do they have a relationship with you? Do they like the service? Are you easy to work with or easy to find? All of these activities take someone from actually wanting to buy something to actually going out and buying it.”