Huizenga College of Business Marketing Blog: Ten recommendations to creating a better customer experience *

Ten recommendations to creating a better customer experience *

Nov 1

posted by Dr. Art Weinstein in Customer Value | 48 Comments

The size of the service sector, global competition, rising labor and technology costs and demanding customers all force companies to create excellent customer experiences.

The challenge firms face today is knowing their customer’s definition of service quality and how to deliver that at a reasonable cost to create superior customer value.

Customers use service encounters to assess the quality of a firm’s offering. So, how can we “wow” customers?

It’s all about the service experience

Seventy percent of customer defections are due to service problems. Improving service quality is like taking vitamins, eating healthy and exercising regularly. Although the results may not be immediate, long-term benefits are significant. Service quality is not a “quick fix,” but rather a way of life for companies who are serious about improvement. Here are 10 recommendations that can lead to superior customer value:

1. Co-create services with customers. Learn what customers value by incorporating the “voice-of-the-customer” into the service development process.

2. Focus your improvement programs outward, on market “break-points.” By defining and mapping episodes (service cycle), you can see the service experience as the customer sees it. Realize that customers view service as a totality, not an isolated set of activities.

3. Create a tangible representation of service quality. Hertz Gold Plus Rewards communicates a premium, value-added bundle of services to business travelers seeking a hassle-free car rental experience.

4. Use teamwork to promote service excellence — service workers who support one another and achieve together can avoid service burnout.

5. Create a “service-bias” based on key SQ determinants such as professionalism, attitudes/behaviors, accessibility and flexibility, reliability/trustworthiness and service recovery.

6. Develop metrics that are specific in nature, such as a 95 percent on-time delivery, customer wait time or order processing time.

7. Employee selection, job design and training are crucial to building customer satisfaction and SQ. The ability to respond quickly, competently and pleasantly to customers needs to be a priority.

8. Reward quality efforts in marketing. Seek opportunities to reinforce quality behaviors when they occur. Reward employees on the basis of commitment and effort, not just sales outcomes.

9. Think of service as a process, not a series of functions. Service quality occurs when the entire service experience is managed and the organization is aligned to respond accordingly.

10. Integrate customer information across sales channels. The information made available to online and offline service representatives should be consistent.

Checklist — improving service quality

1. Does your company really listen to its customers? Give a specific example of how good listening improved the service experience.

2. Reliability means performing the promised services dependably and accurately. On a 10-point scale, where 1 is unreliable and 10 is perfectly reliable, rate your company and explain why.

3. How well does your company perform the “service basics?”

4. How effectively does your company manage service design — systems, people and the physical environment? Provide an example of how lack of planning in one of these areas resulted in a “fail point” during a customer encounter.

5. Service recovery refers to how effectively companies respond to service failures. Cite an example when a service failure occurred and how it was handled.

6. Teamwork is an important dynamic in sustaining service workers’ motivation. How can you improve teamwork in your organization?

7. Internal service is crucial to service improvement, as customer satisfaction often mirrors employee satisfaction. To what extent does your company assess internal service quality?

Art Weinstein, Ph.D., is Chair and Professor of Marketing at Nova Southeastern University and author of “Superior Customer Value: Strategies for Winning and Retaining Customers.” He may be reached at art@nova.edu or (954) 262-5097. For more information, visit www.artweinstein.com. Link with Art Weinstein on LinkedIn http://linkd.in/1hQcrHJ.

*Reprinted from Smart Business, September 3, 2013; Image source: Revelconsulting.com

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#1 by Komala Ramkissoon on 11/4/15 - 8:40 AM

This article includes good details and advice even for those who don’t own a business. When thinking of customer service, the simple thought of basically treating people fairly, and nicely is what comes to mind; something we should all do regardless if we own a business or not. In particular to a business, I think it’s great to obtain the input of the consumers since they’re the ones with the want and demand of the products. When purchasing products especially from reputable companies who have already built their brand, consumers have a set expectation of the quality and effectiveness of that product. For example, over the years when I bought store brand cookies I knew they were cheaper that’s why I bought them instead of the real Nabisco Oreos, but it just doesn’t taste the same. So now instead of wasting a dollar on the cookies I won’t eat anyway, I buy Oreos but only once in a while especially when they’re on sale. I enjoy shopping at CVS because their customer service is impeccable. I remember having a coupon that was expired for a week, and the manager allowed me to use it. Their Extrabucks coupons make me feel like a smart shopper, because I read the flyer to figure out if what I need is on sale, but not only is it on sale but CVS is offering Extrabucks to be spent on another purchase, which means I could buy something excessive with that extra cash like coupon. CVS constantly emails me surveys and rewards, making me think they really care about my opinions as I’m a valued customer, both online, and in the stores.
#2 by Stephanie Soto on 11/4/15 - 9:20 AM

A positive customer experience is probably one of the most valuable factors in an organization. In the healthcare field for example, it is important to provide excellent patient experience. Not only will the patient continue to come back, but they will also refer family and friends. "Word of mouth" is very common in healthcare, as I see it everyday new patients rave about the experience a friend or family member had. A way to know that we are doing our part in our organization is placing suggestion boxes where patients can comment on a "caregiver." The comment can be a negative one so that the person can receive training or a positive one to receive recognition. The work and research that our doctors put in is critical because it will give the organization credibility.
Another factor to consider that can negatively impact patient experience is lack of proper staffing. Management meets on a weekly basis to make sure that all departments have the proper staffing to ensure that it can run effectively. This also contributes to teamwork so that employee burn out can be reduced. An unhappy employee can mean a bad treatment to a patient.
All in all our organization enphasis on the importance of delivering world class care. All caregivers are held to those standards and receive training on certain scenarios. Listening to our patients suggestions are used for training puproses. There is no better way than to know where we stand than with their negative comments or praises.
#3 by Roiti Suarez on 11/4/15 - 9:30 AM

Excellent blog. I believe that driving customer satisfaction is truly a key to the success of many companies in today's environment. Unlike 20-30 years ago, consumers now have access to a global marketplace. This increase in competition means that companies not only have to compete on the quality of their products, but also on the quality of their service.

The advancement of technology and social media means that consumers now have a platform to instantly express their satisfaction, or lack of, with a company's service. In the past we used to hear about how word of mouth could spread about a company. Today the same thing happens, but it happens exponentially. Consumers have basically become an informal member of many company's marketing department. I'm sure this thought can at the same time be exciting and frightening to many companies.
#4 by Timothy Zeitoun on 11/4/15 - 9:51 AM

Service quality and customer service satisfaction is either a deal breaker or the key to success for your company. It has been proved that 70% of customer defections are because of service problems. There are many factors that demand companies and businesses to have, create and maintain service quality and customer satisfaction, most importantly- it is not a quick fix and companies should maintain this throughout the life of the company, as in the long run the benefits could be substantial.
#5 by Sundas Chaudhry on 11/4/15 - 6:16 PM

I believe that every organization must have strong customer service skills in order to succeed, regardless of what kind of business they are in. This blog does an excellent job of summing up the basic ten needs leading to a superior customer value. The comparison to service quality and a healthy lifestyle is extremely unique and relatable. Personally I work in the Healthcare Human Resources field and we are required to deliver an extremely positive customer experience to a wide range of clients and I can honestly say that using all 10 of these recommendations surely make our company one of the best companies delivering customer service. All 10 recommendations are things that can be easily changed or added in any type of organization and thats useful when it comes to delivering different types of customer service. The check list is also very handy, allowing organizations to have a better idea of where to start and how it will effect their final goal. Very informative read and definitely a game changer in regards to customer service experience.
#6 by Estilus Lahens on 11/5/15 - 3:43 PM

Great article. I have inspirations of one day building my company and these are ten recommendations that I will treat as Ten Commandments. I truly believe that, service quality is the key to maximizing your customer retention rate as well as maximizing your profit. Happy and loyal customers are the foundation to a business success. You can only achieve that by having certain steps in place that will cater to the customer’s needs and wants in a timely manner. Thus these steps should also reflect your business culture. Which I define as an atmosphere full of trained professionals ready to go over and beyond to provide great service to our customers. I actually plan to come back to this particular blog for more insight.

11/5/2015
#7 by Jennifer Corujo on 11/5/15 - 9:42 PM

Customer service is essential in the success of any organization. Businesses need to create the conditions for high levels of customer satisfaction to ensure high retention rates. An important recommendation, detailed in the blog entry, is taking into account customer feedback. Feedback provides insight into the customer's values, wants, and needs. In today's technologically advanced market, customers can provide instant feedback on goods and services through emails, online questionnaires, and even social media. Collaborating with customers and incorporating their 'voice' into decision making processes creates a sense of camaraderie and trust between business and consumer.
#8 by Kellie Chopyak on 11/6/15 - 8:52 AM

This is an insightful blog post. Customer satisfaction has become more difficult to achieve than ever, yet it has also become a priority for many companies. In today's fast-paced world, it seems that many companies are scrambling to keep up with new technology and regulations and need to be reminded of the key steps to customer service as outlined in this blog. The points that resonated with me the most were ensuring positive employee behavior is reinforced, not only sales, and incorporating the "voice of the customer" into the service development process. Focusing on the right employee behaviors will lead to more satisfied customers and more satisfied customers can lead to sales outcomes and eventually impact the bottom line. Many companies claim to focus on the voice of the customer, but actually incorporating the customer's feedback into processes and procedures is so much more than just listening to the customer. By incorporating the customer's feedback into the service development process, long-term results will be impacted, leading to even higher customer satisfaction.
#9 by Bernardo Seixas Simoes on 11/6/15 - 6:52 PM

XXI Century customers are experience-driven and it has been proven that they will remain loyal to brands, organizations, and services that “have their back” even after a sale has been finalized. Apple’s standard 1-year warranty and Amazon’s various customer service policies that put the customer before profits are two examples of why such companies are so successful. Even if Apple and Amazon have lost some money along the way, they have kept customers happy and willing to come back and spend more money. The 9th recommendation you made strikes me as especially important because giving your employees the power to make decisions facilitates the entire process. There is nothing more outdated than the traditional method of having to transfer a customer to a manager. Aligning your employees with the appropriate way to act and respond within customer service is of enormous importance.
Your 1st recommendation is also very pertinent, since there is no reason customer services policies should not be established in collaboration with the people who choose to spend money on your products or services. Learning about what matters to your customers and incorporating those demands into your customer service is not only smart, but essential. The relationship between a business and its customers should not reflect on outdated practices if the world has changed through mobile technology, social media platforms, and a cultural shift as Gen Y-ers reach adulthood.
#10 by Anastasia Shakhova on 11/6/15 - 9:05 PM

Great points. I felt like this article could be a useful guide for hotels. Hotels are all about customer satisfaction. To bring the top-notch experience, a hotel should have an excellent teamwork. In my opinion, if your employees are happy to come to work, they will use that positive attitude towards providing an outstanding experience.

Answering your question about how to improve teamwork in any organization, I would say that a company should implement diversity in its workplace. Taking the example mentioned earlier about hotels, small and large brand of hotels have some interaction with international customers. To improve customer satisfaction, one of the ways should be providing a diversity training to its employees. Another way could be, actually employing personnel from different countries.
#11 by Art Weinstein on 11/7/15 - 11:35 AM

Thanks everyone for excellent comments on customer service. Realize that customers have increasingly higher expectations when buying products and experiencing services (that includes you and I). Companies that consistently match or exceed these expectations deliver superior customer value and win in the marketplace over the long run.
#12 by Karina Valles on 11/7/15 - 12:34 PM

Great article! Customer experience as described in this article is one of the most important key factors for the success of a company.
Company cannot stay alive on business if its customers are not happy about the service customer provided even if the product is the best in the world. I found the ten recommendations excellent as guide for starting companies as well as for well ground business that needs to revamp a marketing plan to increase sales and standout among its competitors.
I work in the Distribution Automation products and solutions division where we offer power protection and control products for a specific market, however customer service is an important factor that is evaluated using the Net Promoter and Customer Satisfaction score to find out how well we are doing with our customers, products and on time delivery. We also applied many of the recommendations Dr. Weinstein mentioned in this article focusing in our employees to provide the best service, we respond to our customer in a timely manner and reinforce our excellent relationships with our approved representatives and distributors who are our promoters to new customers.
This article is worth to have it at the office to remind us how well are doing with customers and what needs to be done to make it better.
#13 by Oneida Buenavista on 11/7/15 - 2:46 PM

This article is great as providing or creating a better customer experience is not or should not be that complicated. I personally do believe on two things that definitely create a better customer experience on my book. When companies goes out of their way un-expectantly to assist and get the feeling that they are truly going above and beyond, no matter the outcome, I value their efforts. Their efforts for at least trying. I also believe that providing a better customer experience comes from within the employees and staff, if they themselves are happy, satisfied, and they feel like they have a strong internal support system they will transmit that to the Customers. This article definitely provides very good, straight to the point recommendations for creating a better customer experience.
#14 by Rasheedat Abimbola Oduola on 11/8/15 - 12:46 AM

Customers need to be constantly surprised by meeting and surpassing their expectations of service. An organization is nothing without its customers and the reason organization loses customers is not because of change in taste or status, but bad customer service. If I go to a store with a bad service, the odds that I will go there a second time is close to zero and there goes my referral for that store. But in a case whereby I did enjoy a good customer experience, not only would I go back, I would also talk about it to someone else who might eventually visit the same store, thus acquiring a customer for that store. A great customer experience is way easier in acquiring new customers as it can cause a ripple effect as opposed to having a company’s sale team work on ways to attract new customers. Also considering that the world is now a global village, all a dissatisfied customer needs to do is post his/her experience on social media. This is one topic I’m very comfortable with having worked in the banking industry for over 4 years and being able to acquire customers who only came to cash third party checks through exceptional customer service delivery. The bottom line is to treat customer’s right and with respect to gain their loyalty as there are a million and one choices out there. This ultimately speaks to the culture of the organization; an organization with a bad culture can take a cue from this article to improve their service delivery.
#15 by Jorge Rochela on 11/8/15 - 8:16 AM

It is great to see that companies are starting to focus more and more in high quality customer service experience. The truth is that the market has become extremely saturated with product and a information, so many companies are looking to other ways how they can stand out from their competitors. The reality is that costumers have choices, so it is up to companies to retain or gain those costumers. High quality customer service is has been the target for many companies, if a costumer feels that they had an outstanding experience whether its at a restaurant, retail store or even a hospital, they eventually share their experience. As technology has evolved, still the greatest form of marketing has been "word of mouth", yet consumers now have a greatest access to technology where they can share their experience, for instance Instagram, Twitter, Facebook and many others. These is could be great or terrible for companies, because whether a costumer had a outstanding experience or not, you will hear about it. Overall, it is great to see that with time "customer service" is becoming the foundation for companies in order to succeed, because in the end without the customer, companies would fall.
#16 by Lin Liu on 11/8/15 - 2:21 PM

Great points. In order for a company to succeed in this highly competitive business market, not only does the company have to obtain competitive advantage in regards to its products, but also excellent customer service. Without the satisfaction of its customers, the company won't sustain in a long run. I think one important thing is to make sure your employee has been trained and has adequate skill sets to answer the phone or face to face to the customers who are experiencing difficulties. and make sure your services or products are delivered on time. Some fast food companies might have long waiting time for delivery, and their customers are hungry and waiting for their food. As a result, they might turn to another store next time. Sometimes, cross selling can be unnecessary and annoying, but other times, the customers might just want the extra service or products, and the company can also gain extra profits by caring about their customers' need and wants.
#17 by Lisa Pierre on 11/8/15 - 4:55 PM

Customer service can be defined in so many ways but companies need to realize quality will always be the deciding factor. In today's society when you visit a store on-line or call service provider such as Dish Network usually before the call ends you are asked to complete a short survey about the experience you had. While some people find this to be tedious and annoying it does make a difference long term. For example, I had a question regarding my cable service and immediately after the call I was asked to do a survey. Most of the questions were focused on my satisfaction with the service provided to me. I felt as if the company did care about my opinion which led me to believe if there was ever a problem I would be heard. Only time will tell when I actually have a complaint but my experience with them so far has been a good one.

The steps mentioned in the blog are helpful especially when a company has to analyze an ongoing problem and how to avoid making the same mistakes in the future. As an employee of one the largest organizations I am expected to deliver superior customer service on a daily basis.
#18 by Jacqueline on 11/8/15 - 6:06 PM

Currently, there is an awareness that customers are a company's most important asset. For this reason, the value of providing exceptional customer service is indispensable to their success. Customer that have a bad experience are most likely to blog about it and submit formal complaints. On the other hand, positive reviews are a rare which is why a company needs to remain consistent with its service levels. Its common for company's to diminish the importance of customer service once their revenue streams are consistent and stable, this is a detriment mistake which has cost a significant quantity of company's to be a one time wonder. Instead of reducing the number of customer service representatives with automated machines to improve cost, companies should invest is creating a key differentiator in their people. Becoming a services organization and not servant organization.
#19 by Andres Cortes on 11/8/15 - 7:10 PM

As we continue to grow and navigate in this era of the internet and social media, the customer experience has become more important than ever. I would argue that before when a customer did not have the accessibility to quick and on-time online reviews, customer’s complaints were not taken as seriously. Today with websites such as blogs, yelp, social media and many others the customer drives the success of the company and products, it is a bottom-up approach. Companies today are not able to assume that a customer’s complaint or experience can just be kept in the phone call between the customer rep. and the customer. For example, this weekend I invited my mom and family members to dinner at P.F. Changs’. It was my mom’s birthday and I wanted to ensure she had a pleasant experience. Nevertheless, the experience of all of us was ruined by one segment of the night, our hostess, could not find us in the system however assured me that we were coming up next. After waiting for some time and approaching him again, they stated they had called but by a different name.
Service is key and despite the fact that P.F. Changs’ food is usually great, I was not the only one frustrated as another family group shared with me that the hostess are usually horrible and they now make reservations, but if it wasn’t for the food they wouldn’t come in. As stated in the 7th recommendation to creating a better customer experience, “employee selection, job design and training are crucial to building customer satisfaction and SQ.” In my above example, P.F. Changs’ failed to execute, the 7th and 9th point. They must review their front hostess procedures to ensure efficiency. Once the hostess realized I wasn’t in the system or they incorrectly called me, they should have quickly responded and addressed the situation. In addition, to understanding that “Service quality occurs when the entire experience is managed.”
#20 by Anthony Paniagua on 11/8/15 - 7:23 PM

This is a great article. No better way than to express how important is it to keep your customers happy. Companies that make the effort for customer satisfaction are always successful. Following these these ten recommendations are nothing but positive results. With the power of today's social media world and connection to the global market allows companies to receive instant feedback and fast adaptation. As a young entrepreneur I will definitely be using this blog as a reference to look back to.
#21 by Carol Ross-David on 11/8/15 - 8:38 PM

Dr. Weinstein makes several excellent points in this article. It is important for companies to clearly define and deliver high levels of service to their customers. To expect and obtain high levels of service from their employees, organizations must commit to creating and supporting an organizational culture that supports and place priority on serving their employees. As Dr. Weinstein points out “Internal service is crucial to service improvement as customer satisfaction often mirrors employee satisfaction”. Undoubtedly, companies who place great emphasis on teamwork and effectively mastering high levels of internal servicing (management, departments and vendors) will obtain higher customer satisfaction levels. To initiate these behaviors companies should implement Dr. Weinstein’s recommendations to use teamwork to promote service excellence and also select employees carefully based on their ability to respond quickly, competently and pleasantly to customer demands. By having corporate values and an active corporate culture that constantly exceed employees expectations in employee satisfaction, companies will be able to expect their employees to do the same with their customers.
#22 by Ricardo Ramos on 11/8/15 - 9:16 PM

This was a well written piece. It touched on many aspects which we may have been involved in as an employee or have experienced as a consumer. Provides great insight and take-aways that most can use in their own professional lives.
#23 by Andryu Llovera on 11/8/15 - 10:10 PM

I think most companies nowadays talk about delivering great customer service and providing added value, but the reality is that only a few delivers on that promise. Putting the customer's needs first and at the center of every business decision it's a hard thing to do. This takes a strong corporate culture and a commitment at all levels of the organization to accomplish. Out of all the recommendations number seven " Employee selection and job design" to me is the most crucial one of all because a company is only as good as their people. Selecting the right candidate for the job and keeping that employee motivated/engaged in my opinion is essential for customer satisfaction. Who wants to deal with a negative, burnout employee? nobody!
#24 by Oliver Keeton on 11/8/15 - 10:40 PM

The ten steps listed in the article are very concise and thought provoking. The behaviors mentioned remind business owners that each customer interaction is important. Though changes in the industry have caused customers to be very particular, customers have varied expectations. Therefor, I rather appreciate the attention given to finding out what the customer perceives as quality customer service. From this article one can infer that attracting and retaining customers does not require significant discounts. A company that is aware of the behaviors that its patrons desire is more efficient. We are aware that common courtesy is standard; the power is in knowing that your customers value knowledgeable employees, validation of their selections, or a unique experience. It is always interesting to see the role that psychology plays in the shopping experience and marketing.
#25 by Ambar De Los Santos on 11/8/15 - 10:47 PM

This article made it clear that the marketer is in charge of how people perceive, talk and think of the brand and the company. This article helped me to understand that the organizations and leaders who acknowledge how the costumer service is reflected in everything they do and everything their consumers experience, are the best in delivering the strongest brand experiences. The service experience an organization provides to its customer goes a long way in creating the brand image of the organization. In other words, an organization is known by the quality of its services and it has to be one of the things we are most focused on.
#26 by Ingrid David on 11/8/15 - 10:56 PM

Companies are set apart by their competition through excellent customer service. The overall goal is to gain customer loyalty and provide that unique customer experience. Customer service is critical in the company I work for. My company is within the Hospitality industry which strives on customer service and satisfaction. Feedback from customers or "guests" are important in improving a product or service within the company. My company constantly relies on standards and service basics to ensure that there is consistency. When service lacks or overlooked then "guests" are compensated monetarily or similarly. My company compensates "guests" as a goodwill or guest recovery. Compensation is one way to turn a service error around and create a better experience for the customer.

In my opinion, teamwork is necessary to accomplish goals and assess how a particular department within the company work together. Teamwork brings forth internal service within an organization and is critical for a team dynamic. How customers are treated reflect on how satisfied employees are within the organization.

Social media is the easiest access medium for customers. For example, TripAdvisor is one of the biggest opinion based website where many customers post comments about various companies. Social media comments from customers impact companies daily. Strong customer service within an organization is important in the survival of a company.
#27 by Fatima Ahmed on 11/8/15 - 11:48 PM

There are many excellent points made in this article. Customer service plays a huge role in product satisfaction and customer loyalty. Technology and social media have a huge impact in the business world of today, so customer satisfaction and product reviews of one customer influence many others. Incorporating many of the tips mentioned in this article would help companies grow and sustain their customer base. Happy customers are essential for any successful business.
#28 by Diana Tellez on 11/9/15 - 12:22 AM

Very informative article. Customer experience is one of the most important key drivers in the success of a company. Every company activity is related to customer. Customers are the kings because without them there would be no company. I agree with Dr. Weinstein that employee selection, training and rewards are crucial activities in building customer satisfaction; every company must be able to deliver quality products and services to its clients, but this can only be achieved by having employees that are well trained and are willing to respond and meet customer needs. Providing customers with opportunities to express their opinions, and suggestions can be very useful for the company as well. Customers like when someone actually listens to them. They feel “loved” by the company and therefore their loyalty improves. I think that the checklist provided by Dr. Weinstein is very useful. Companies must constantly monitor customer satisfaction in order to not only be able to adjust their marketing efforts, but also to change internal habits in the organizations.
#29 by Ruben Ramos on 11/9/15 - 10:48 AM

Globalization in today's business world have created a new trend of doing business and customer service must be the first priority for any firms in now days. The article presented key points that all firms must consider in order to serve their customer base. Customers are more demanding and competition is overwhelming in some cases. Globalization created a world wide customer market and the service and value that a company provide will create a competitive advantage over their competitors. Customers are looking for value and good experience while they are shopping. Companies on a daily basis must continue to keep enhancing their service customer to keep their customers and continue to attract new consumers in order to stay in business. Innovation and social services (environmental benefits) will allow firms to have a great working relation with their customers because customers are looking for companies that are concern with their well being. In the end, customers will dictate your success by the buying decisions that they make, companies should and must continue to invest and improve their customer service experience and deliver a great value to fulfill their customers needs and wants.
#30 by Jarrett Dillon on 11/9/15 - 11:20 AM

I am not a business owner, but this article hits the highlights of superior SQ in the eyes of a customer. When a company is attentive to all these points as a "lifestyle" of service, customers tend to be highly responsive and positive towards the services provided. Many times in past jobs, where the company was not so service-oriented, when we encountered a "fail point," often we would have to scramble to change our perception of the goal - were we really being as attentive to this process as we should have been? If any single one of the points in this article is removed, I guarantee the company will be wasting time at some point cleaning up a service problem. The reason I continue to shop at Publix, despite all the Winn-Dixie junk mail coupons I receive, is because of the excellent level of service and their ability to listen to customers. I once purchased a certain 6-pack of beer that was "BoGo" (Buy one, Get one) but I had the last pack in my hand. The cashier went out of his way to grab an extra from storage, and completely satisfied my order. I have no doubt that this model runs all the way to the corporate level of Publix supermarkets.
#31 by Marie Cine on 11/9/15 - 11:31 AM

Service quality is crucial in every organization. Organizations with lack of service quality usually have a focus that outweighs customer service. Best example is Walmart. Majority of consumers does not go to Walmart for their “wonderful customer service” they go for the low price. Many organizations tend to place customer service on the back side thinking that the product or service will sell itself, which is not always the case.
This is something individuals should practice as well especially in the field of business. As an individual, we sell ourselves through networking events, place of education, and in our place of employment. Therefore, our attitudes, the quality of work provide, the manner in which we communicate with co-workers will determine if you are the type of person they are willing to work with.
Organizations need to make the effort in improving customer service. As mentioned in the article, customers view quality and service as one. Organizations must understand that consumer’s access to product and companies’ ability to provide the service promised is at hand.
#32 by lersak phothong on 11/9/15 - 12:00 PM

This article is very interesting. The building loyalty with customers, it is strengthening the business. Normally, the cost of making the customer repeat purchase would cost 8-10 times cheaper than finding new customers. From the article, I realized that the business can meet service experience and increase customer value. The integration of data from multiple sources, such as information services, database marketing, customer service, customer complaints, information from social media, and so on. These can be used as a tool to analyze and evaluate the services and businesses, can distinguish the different needs of each customer group and individually. Analysis of customer needs based on the buying process comprising: before buying, while buying, and after the closing of the sale. What are the needs of customers in each step? Service providers need to respond quickly to customer needs through a customer database to detect the buying habits of customers. It contributes to providing customers a unique product that specifically meets customer needs.
#33 by Jairo Davila on 11/9/15 - 12:10 PM

Improving the customer experience is definitely one of the factors that companies have to be focus on nowadays. Sometimes small or large companies forget that customer satisfaction is the key to success and they only care about increasing the number of sales or how to increase profits. Therefore, if companies ignore the importance of this key element, they would only cause the customers to choose another brand or product. I totally agree with Dr. Weinstein about comparing the improvement of quality service with taking vitamins, eating healthy and exercising regularly. It is not a short-term plan because the benefits of a better quality service are not immediate, but if companies keep being consistent then customer satisfaction will increase a lot. In my case, I work in the Strategic Support Services department at Nova Southeastern University and its primary objective is to help the faculty and staff, providing the best technological resources and programs in order to keep them satisfied. This type of service is all about the service experience and how satisfied our customers are. One of the objectives we have is to use teamwork in order to give a fast response to every employee. We have seen that if we keep doing these processes then our customers will keep calling us asking for support every time they need.
#34 by Leslie Fiallos Midence on 11/9/15 - 12:28 PM

The customer service that a company offers can either make or break them. People like to be treated well, specially if their is money involved. No company can offer a service or a product and have bad customer service because eventually the customers will get tired of it and will look for another company that offers the same thing but the service is better.

Knowing the customer's needs and wants is very important. Companies must always think about who their target market is and then treat them accordingly. It is also important for customer's to trust those companies they are doing business with, no one wants to put their money into something that does not sound promising.
Also, companies should know that they are to take constructive criticism in and always keep improving in order to stay relevant.
#35 by Christell Barrau on 11/9/15 - 1:52 PM

Dr. Weinstein makes several excellent points in this article. It is important for companies to clearly define and deliver high levels of service to their customers. Companies really and truly depend on their customers because without customers you really don’t have a business. Customers need to know how much they’re appreciated, and important. Their feedback allows companies to make changes, and improvements. This is a good article to print out to have in companies, just as a reminder of exceptional customer service. In order for a company to succeed in this highly competitive business market, not only does the company have to obtain competitive advantage in regards to its products, but also excellent customer service. Whether on line or in the food industry, cleanliness goes hand in hand with good service. Website clear of bugs provides great service to those using it, similarly to clean restaurants.
#36 by Nerline Morrison on 11/9/15 - 2:22 PM

In order to thrive on earning profits and maintaining customer loyalty, the customer service experience ought to be valued in all organizations. As a consumer I truly value a great customer service experience. By being recognized once walking into the store by a smile, a hello, how may I assist you?, determines if I would be a returning customer.

At my workplace, surveys are one of a few tools used as a measurement to evaluate on ways to improve service quality.
#37 by Julia Costin on 11/9/15 - 2:54 PM

I agree it’s all about customer experience. Companies aiming to be relevant in today’s economy must practice the art of creating experiences that genuinely engage their customers. They are looking for companies to create strategic partnerships, to better align in the market place. This type of engagement requires much more than the latest technological breakthrough and social media - It requires emotional engagement.
In today’s competitive marketplace, B2B decision makers are not looking for someone to WOW them with a PowerPoint sales presentation, or sleek commercials, that could be intimidated at times, they actually want to see results. How can this product or service could benefit my company, my employees, the stakeholders, and our customers?
#38 by Hassan Rakine on 11/9/15 - 3:04 PM

As we all know service is the leading factor for customers on whether they will buy or use a service or product. But it is very difficult to measure something so intangible. Creating an overall better service experience will definitely have customers coming back time and time again. Looking through the 10 recommendations that lead to delivering superior customer value, I really like tip #8 "Reward quality efforts in marketing". More than ever we tend to see that managers and upper level executives do not take the time to pat the back of their employees so to speak. Gestures like these and others rewards make a world's difference in the eyes of employees. Making employees realize that they are very well appreciated will have long-term benefits towards any business. Like the saying goes "Treat your employees well and they will treat your customers well."
#39 by Felipe S Arriola on 11/9/15 - 3:22 PM

This article clearly illustrates the importance of customer service in today's market. That seventy percent of all deflections come from a lack of providing adequate customer service tells us how critical this facet is for any company. The first point made, I believe, is the key to delivering a high quality of customer support — learning what the customer values. When we can identify what the customer truly values then we can target this area and add even further value to it. By customizing the experience to the things that are important to customers we are now able to provide a higher quality of service. I think it is important to keep mind, as was written in this article, that creating and maintaining high standard of customer service is an ongoing process that takes time to develop. By following the examples found here I think a company can begin the road to delivering the type of service that will keep customers happy and returning.
#40 by Rachel Buckner on 11/9/15 - 7:40 PM

I do agree that customers do need to be involved when addressing the customer experience.There are definitely multiple ways a company can improve this experience and the "10 Commandments" does a great job at showing how you can achieve that. With technology playing a bigger role in many of our industries I feel as if this can push the customer away further during interactions however, most customers are more willing (in my opinion) to conduct a survey via online rather than face-to-face. Some customers see this as being put on the spot and tend not to want to interact for fear of embarrassment. With that being said it has been research that more customers lie on surveys online than in person so conducting this can some times be a double edged sword. Some companies try to incentives their customers by offering a discount if they participate in the survey, which may make the customer more inept to tell the truth on the survey. Either way, when customers feel heard and then begin to take notice of implementations they may have recommended it makes them feel included in the process of creating a better customer experience. Usually this will then create a word-of-mouth effect and they will tell their friends and family about how great the company did and is doing for their customers. Another way to improve customer experience is by offering them deals and discounts for already being a customer and that coming at no cost to them. Asking a customer to pay for deals is counterproductive and can turn them away all together. Walgreens did a great job when they rolled out the Walgreens cards which offers discounts to members and also for them to earn points just for shopping there and buying what they normally buy, including their prescriptions. When you take the extra time for customer they usually notice it and that gives them a better sense of appreciation, which will keep them coming for years to come.
#41 by Lesly A Moran on 11/9/15 - 10:14 PM

Customer Service is the cornerstone of any business. For a new company who wants to establish itself in the marketplace, and become a trademark, must have a top notch customer service program. Beyond all the dollars you can spend on marketing, mouth to mouth publicity from satisfied customers is the best marketing tool for a business. What sets any company apart from the competition is the Customer Services Experience, Professionalism, and the Presentation of the Products. You can sell an average item, but if you salesman is courteous, knowledgeable about the product, and will go the extra mile, the customer will buy. Not only will the customer buy, but he/she will return every time they need advice to purchase an item. Customers will be loyal once you establish a business relationship that will benefits both parties, the company and the customer. The VIP (Very Important Person) treatment of a customer is the only options you have, and the only way to achieve greatness. Customers will return for many years if you make them feel important, appreciated, and friends. It is a win, win human dynamic that will define a company as a great one, or worthless. Every company must realize that their real value is not what they own or have, but as they are perceive by the customers. A company can own millions of dollars in merchandise, but if no one wants to shop there, their value zero and will go out of business soon. Customer Service is what makes or breaks a company.
#42 by Khaled Attia on 11/9/15 - 10:41 PM

The conclusion to this article that companies can set themselves a part by excellent customer service is really the case in today's business world. When customer have high expectations when buying products or experiencing service, only successful companies can match or even exceed those expectations which allow them to have those customers as loyal customers.
The steps mentioned in this article can help any company to analyze and solve any customers problem and how to avoid them in the future.
#43 by isaac azulay on 11/12/15 - 12:36 PM

In my perspective about customer support I will really want to point out one of the best services I experienced till today. Apple’s has always retained a good spot regarding customer support, I believe its products are offering better quality products, especially smaller, lighter, faster, more powerful and useful laptops and tablets. The better quality has resulted in less need for service or support needed. After 1 months I purchased a brand new IPhone6s Plus ,I started facing Hardware issues with my Phone(Over heating & Hanging issues),Then I contacted Apple customer support service, they had replaced my Handset in next 3 days with extended warranty, no need to argue, I just told them the problem, and that was enough for them just to give a new phone. After I researched a bit about Apple’s customer support reviews Apple had been a leader for several years in Forrester Research’s annual study on consumer electronics brand customer satisfaction therefore I was very happy with my decision on getting an IPhone rather than a Samsung. Till today the phone works perfectly!
#44 by Stela Katelieva on 11/25/15 - 8:23 PM

I think that this article includes concepts that should be part of the foundation of any successful corporation. The customer should always be the main focus of any corporation because everything is built around the customer and their satisfaction. I own a personal training studio and it all comes down to creating personal relationships with the customers. They have to perceive value in the service as well as the relationship you create with them. The relationship is all about mutual trust and communication to deliver a mutual understanding based on what is meant to be achieved. This society is full of scams and fraud that any consumer would be caution. However, to create lasting loyalty takes effort. This is not a bandage approach that will fail in the long run. It works specifically for the long run to ensure an increasing flow of customers, revenue, and loyalty so that the future is well taken care of ahead of time. I appreciate that the article gave me great awareness and tips on what I should look for within my business. Thank you.
#45 by Ashley on 9/2/16 - 7:58 AM

Customer service is an important, if not one of the most important part of ay business. Making the customer happy is what every and any business should focus on not only just for the sales in that moment, but for reputation and continuous business to continue in the future.
It seems that every business wants to have the best technology or the best merchandise, but what we forget at times that the customers are what make up the business. Without them there would be no business. This article helps to point out key factors of customer service and what can be done in order to improve service. One that stood at to me the most was number 1, " Co-create services with customers. Learn what customers value by incorporating the “voice-of-the-customer” into the service development process." Listening and actually having customers give feedback whether it may be on a specific employee, or on general service is something each company should value. Customer are the ones receiving the service, they are seeing it first hand, they re the ones experiencing the ride, listing to the "voice of the customer" can help to improve what may be lacking in servicing the customer. By incorporating customer feedback into new policies or changes, any business can not only benefit from it in the moment, but it may even benefit the future for that business.
#46 by Ellen on 9/2/16 - 10:05 AM

Customer satisfaction definitely plays a huge role in the success of any business. Customers want to know they are appreciated whether shopping for a new pair of shoes or a new car. It is all about, how is this business satisfying me to stop me from going to the hundreds of other competitors in their market? Satisfaction creates customer loyalty and customer loyalty leads to returning shoppers.
#47 by Laurie Albury on 9/2/16 - 12:17 PM

I think a great example of a company that creates a better customer experience to attract and retain customers is Starbucks.

Starbucks needs to brand itself and position itself as offering something different than its competitors. They have been able to use their experience to entice customers to visit their locations and this has created customer loyalty. Offering a place that customers feel comfortable spending time reading a paper, conducting a meeting, or just relaxing after a workout creates an environment that fosters building a customer base of repeated customers. According to Gupta (2012), experience occurs "when a company intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event".

Starbucks can credit some of their success to this type of strategy because when a company targets markets and tailors them to match the demands of the customers it builds intimacy with the customers and in turn builds brand loyalty.

Gupta, S. (2012). Interdependence between experience marketing and business strategy. Journal of Indian Business Research, 4(3), 170-193.
#48 by Omar Wee-Ellis on 11/1/16 - 8:52 PM

Organizations are in business to attract and retain customers. Without them, there is no business. Because of this, corporations are here to serve shoppers. These establishments are able to operate because of customers therefore it is utmost important that organizations have a well-trained and knowledgeable customer service team. These teams are to serve their customers with professionalism courtesy and with relative information. When customers are treated this way they are assured they are respected and that these corporations value their business. If customers know they are valued, they feel respected, appreciated, welcomed, liked, recognized, pleased, and delighted. These shoppers will be satisfied and will continue doing business with these corporations. When these customers have bad experiences with these companies’ products, they are more than likely to oblige giving them the benefit of the doubt. Conversely, had they had a bad experience with the customer service department most likely they will be irritated?
People like to be treated well but if they are not they are inclined to take their business elsewhere. Because of this, it is very important for corporations to have a great customer service team. Most shoppers who had bad experiences will leave without notifying these companies and find another company to support. Only a few of them will report this dilemma to management. Disgruntled customers are usually the result of unsatisfied customers due to poor customer service and or product inefficiencies. It is imperative that companies provide exemplary customer service to their customers because poor customer service is a detriment to their business. Lastly, excellent customer service is a core value for organizations hence this should be evidenced throughout the entire business and not only the customer service department.

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