I have been given something which is dynamite against a competitor. I won’t name them or even the marketplace in which they operate – Tower Systems competes with 38 software companies across five marketplaces.

I am glad I have the document but not for the reasons you may think. I don’t plan to use it publicly or internally to arm my sales team.

This document serves to remind me of the importance of a key message in our marketing: we will never forget how important your business is to ours. The company in question forgot this. Not once or twice, but consistently with many customers over a sustained period of time. And now they suffer as a result.

At Tower we make customer service mistakes from time to time. It’s how we respond once we realise that which defines us. This document demonstrates to me the importance of strong internal systems built around, from the top down, pursuing excellent customer service.