Page 218 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Unit 8: Managing Customer Relations

In financial services, you can feel the value of good communications when you note that Notes
ING Direct was praised for “great customer service by phone (don’t feel you’re sent
offshore), excellent communications—keeps it simple, easy to understand.” In restaurants,
however, service is hard to separate from the quality of food, as this comment about
Bonefish Grill illustrates: “Personable, attentive people (interact with their customers on
a more personal level); consistently excellent product with seasonal variations.”
3. High-Quality Goods and Services: Smiling and helpful employees will take you only so
far. You’d better be able to deliver the goods…or, as the case may be, services, that
customers want. And don’t think you’ll be able to sacrifice quality for price, because the
leading companies don’t.
The meaning of “high-quality” varies by industry. As you might expect, the quality of
food was a key factor in grocery supermarkets and restaurants. In the United States,
specialty grocery retailer Trader Joe’s earned kudos from one shopper for “high-quality
products at low prices” and from another for “reliable quality produce and nice selection
of products.” One Subway (sandwich specialty restaurant) patron liked the “quality and
range of products.”
Car drivers have a different view of quality, naturally. Toyota received comments
regarding its “great quality products and associated warranties” and because it “delivers
on its promise of quality product and service.” Another research-taker said that Acura
offered “superior quality product out of the gate.”
4. Friendly and Caring Employees: It pays to be nice! “Friendly” was one of the most commonly
mentioned words in research responses. Customers liked pleasant interactions with
employees who genuinely cared about doing their job well.
In our research, no other company was rated friendlier than Southwest, a popular low-cost
airline in the U.S. “They match expectations with reality—their people are friendlier,”
gushed one happy passenger.
Another lauded “friendly, personable employees who take time to connect with
passengers,” and another observed that the airline “hires friendly and helpful people.”
Starbucks, the company that redefined coffee from a product to a service, was recognized
for “friendly and helpful service” by employees that “go out of their way to serve.” A
customer of Enterprise Rent-A Car, another service-obsessed company, appreciated “very
friendly, accommodating staff.”
5. Personal Attention, Reward for Loyalty: Our final “Big Five” attribute is about recognizing
top customers personally. A First Citizens Bank customer said, for example, “This bank
treats me with respect, as an individual. They got to know me personally as soon as I
opened the accounts and are always pleasant and helpful when I transact business with
them. I can pick up the phone and call the person who opened my accounts any time.”
Marriott was praised by several customers who noted the company’s “personal touch.”
One said, “I am a person to this hotel chain. On repeat visits, I am recognized and treated
personally.” Others noted that they appreciated Marriott’s rewards program, which
recognized their loyalty in a tangible way.

Task Do you see Customer Experience Management as an extension of CRM to
provide a true customer focus.

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