Customer is king. For many companies, a satisfied customer is what makes profit because a happy customer is a loyal customer who eventually becomes an ambassador for the brand. On the other hand, an unhappy customer is likely to take his business to the competitor. Nothing can make a customer more frustrated than a bad experience with customer service. “I think we’ve all experienced it. You call a web shop to ask about your order. First you have to wait for a long time, and when you finally get through, the representative asks you questions such as what phone number you’re calling from, if you can provide them with your booking reference and so on,” says Peter Engelbrecht, CEO and founder of Firmafon.