‘Treat your customers as all-knowing’

FabFitFun is US firm which sends boxes of discounted goods to its subscribers – beauty, fashion and health products that are aimed mostly at women. Co-founder Michael Broukhim quickly discovered his customers were holding him to very high standards. He says you should treat your customers as “all-knowing” and be aware that thanks to social media, “once one knows something, they all now”.

Video Journalist: Jeremy Howell

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