Still , the lesson was a useful one for a company that already handles its customer interactions mostly well , said kalb .
然而，这对于一家处理客户关系最好的公司是非常有意义的一课，kalb认为。
But the same does not hold in the arab world : if you call someone " ibn kalb " ( son of a dog ) , you 're insulting both the person and his forebears .
" The reason that a lot of these companies don 't copy apple 's customer service is they don 't realize how important it is , that 's the big one , " kalb said . " They look at it as a cost rather than a return on investment item . "
Some are much more technically oriented than customer oriented , which has a sizable effect on how they prioritize , said ira kalb , clinical marketing professor at the usc marshall school of business .
