When malls started mushrooming in India and organized retailers started gaining foothold in Indian landscape, customer service also became a talking point. Initially, customers used to be happy, when security guard opened entry and exit doors of stores for them. Customers were experiencing this thing for the first time, hence they were elated.
Slowly, this became a norm and customer wanted something more. Then employees started greeting, smiling and acknowledging customer as soon as he entered store. Soon, this also became a norm. Then there were better employee grooming standards. Soon, product knowledge gained importance. In this race to serve customer better, everybody kept following and everything was a norm after sometime.
This is a customer service spiral. In this spiral companies keep embracing new norms and keep their standards above or at par with competition. In this spiral, companies try to improve on their previous effort. This spiral ensures that customer is served better than competition. This spiral brings best out of companies. This spiral also prepares them better in tough situations.
Avoiding this spiral is not an option anymore. Joining and doing well is the only way out.
by le embrouille blogueur , on August 7, 2009 8:51 AM
Patience I think has improved as well .... people realize that losing a customer is not the brightest .... so they always stay calm even when the buyer is being irrational ....it pays off ...I guess in the long run !!
by A journey called Life , on August 7, 2009 9:03 AM
i agree to this, but do u think its really working, one hundred percent?
by Sid 'Ravan' Kabe , on August 7, 2009 10:02 AM
On one seminar I had given on CRM system...I researched on one point...
75% of the customers still prefer going to the old retailer who not only greets them with smile, but knows the complete family economy and history without using any System.
He also suggest them,
"yeh naya company ka mal hai, try karke dekho, acha hai"
giving them personal guarantee...
There may be increase in the customer base of big retailers, but loyalty rate is not fixed.
by Sid 'Ravan' Kabe , on August 7, 2009 10:03 AM
75% of the cusomer base is still loyal to their old retailers...
by Ramesh , on August 7, 2009 2:23 PM
Yes, its a spiral and its good for cutomers. But it is also true that in the race to head upwards in the spiral many lose track of even the basics. A retailer who does the basics consistently right (example of the old kirana shop) can compete better than those who are a flash in the pan.
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