put its flag down on customer service

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Senior Member
Hello everyone,

Customer Experience is the new Marketing — IABC Boston

Dan Gingiss, formerly of Discover, says, “We firmly believe here that customer service is the new marketing. Discover put its flag down on customer service since it started in the 80s. Discover was the first credit card company with 24/7 service. It pays attention to service and it’s good at it.

What does "put its flag down on customer service" mean?

Thank you.
  • Retired-teacher

    Senior Member
    British English
    It means that it decided customer service was very important. It is alluding to the idea of placing a flag on a piece of ground to claim ownership of it.
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