A. Parasuraman, the School’s vice dean of faculty, holder of the James W. McLamore Chair in Marketing, speaks about customer service with NDTV, one of India’s leading television news channels. Scroll video to hear Parasuraman address such key customer service issues as:

• Why customer service is the key differentiator between products and companies (01:23)
• The role of technology in customer service (08:21)
• Online customer service vs. face-to-face interaction (16:47)
• Employee training and customer service (21:20)
• Why the right attitude is important for upper management as well as front-line employees (22:40)