How to inspire a marriage made in heaven

Etherington, Lyn
March 2005
Management Services;Spring2005, Vol. 49 Issue 1, p22
Academic Journal
This article discusses the steps that should be taken by businesses to maximize the quality of the consumer experience their deliver with their brand. When a business offers a brand to its customers, it extends them a promise that should be exciting, memorable and most importantly, deliverable. For many brands, the quality of the associated customer service will play a major role in delivering the brand's promise. In fast-moving consumer goods markets, the role of the customer service element in the brand is hardly significant. But in complex service offerings, areas such as financial services, hospitality, the motor industry, professional services and most areas of retail, the quality of the customer experience is a vital element, indeed probably the decisive element of delivering on the brand's promise. There are two major dimensions to the challenge of delivering a customer service experience that consistently impresses and differentiates a business. Firstly, the organization's senior management team need to see the customer service experience as the core of an organization's being and central to its business strategy. Secondly, organizations must have the imagination and sincerity to view customer service principally from the perspective of the customer and the customer's needs, rather than purely from the point of view of the organization's own requirements.


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