#4 Evaluate the type of company you’re in. Functional Brand “People are going to shop with companies they think really care”. ” Brian.J. Dunn – Best Buy CEO You don’t have to go “above and beyond” – people are just looking for answers to their questions – be quick, short and relevant. Twelpforce is an efficient customer service on Twitter because Best Buy succeeded in uniting all of their specialists of all of their products in one place.