Central to this exercise is an alarming customer care statistic. The number of people who bother to complain represent just 25% of all dissatisfied customers. A total of 10 complaints in a week means that there are really 40 unhappy customers per week. That's 2080 per year. Half of these - 1040 - will not use the shop/service again. This figure illustrate very effectively how vital to a business every single customer is. Surely then, keeping customers is a major priority - and yet how often does it seem as though exactly the participants represent the manager of a fashion clothes shop called "Finesse". Their job is to improve the performance of the shop and decide on the strategy they believe will maximize profits in the long term. The exercise will show participants that the most profitable option relies on a complete turnaround in customer care attitudes on the part of "Finesse". It teaches them that customers are the raison d'etre for companies, without customers there would be no profits and good customer care is the first step on the road to total quality. Discussion points aring from the exercise may include, the devastating effect of poor customer service on an organization.
The need for customer care to be seen as a continuous process; the role of staff training in ensuring a high level of customer care; the issue of replacing existing staff and training the new staff as opposed to training existing staff; the need for an organization to have a policy which encompasses customer care; long term versus short term solutions to customer care and that there are no half measures on quality.
- ISBN10 056607298X
- ISBN13 9780566072987
- Publish Date 31 August 1991
- Publish Status Out of Print
- Out of Print 15 October 2011
- Publish Country GB
- Imprint Gower Publishing Ltd
- Format Paperback
- Pages 16
- Language English