Service plays even bigger role than last year

Recent data released by TD Canada Trust found that 95 per cent of consumers say their experiences with a company can make or break a relationship with the firm or its products -- up 10 points from a year ago.

In fact, when asked which form of appreciation they are most interested in, 49 per cent ranked "just good customer service" as No. 1, followed at a distance second by rewards or loyalty programs at just 18 per cent and 17 per cent gifts.

But as we know, even more importantly, good service doesn't end with one customer but spreads to other potential customers, as happy customers become advocates. The survey also found that 89 per cent say they share their positive experiences with friends and family.

Compare this to the recent study on the airline industry. J.D. Power and Associates 2008 North America Airline Satisfaction Study indicated that overall satisfaction for the airline industry has declined in 2008 to its lowest level in three years.

Now you might expect that this would be driven by increased pricing, but the decrease in satisfaction with people factors is more than twice as large as the decline in satisfaction with price factors.

The study finds that satisfaction with “people” factors—including knowledge, courtesy and helpfulness of reservation and gate agents, check-in staff and flight crew—has declined dramatically since 2007, and is the leading contributing factor to the overall decline in customer satisfaction with airlines in 2008.

Sam Thanawalla, director of the global hospitality and travel practice at J.D. Power and Associates said, “In this unstable industry environment, it is critical that airlines invest in their employees as a means to enhance the customer experience, as there is a strong connection between employee satisfaction and customer satisfaction. Those airlines that focus on keeping their employees informed and motivated will be better able to change negative consumer sentiment and truly differentiate themselves.”

Whether banking, airlines or any other business, I couldn't have said it better.

Cheers!

Bill works with clients to help activate a “customer-focused” culture that helps employees embrace the brand promise and deliver an intentional Branded Customer Experience -- internally and externally.

As well, he is a dynamic, results-oriented speaker on the importance of a customer-focused culture, either as a guest speaker or acting as a facilitator of a group discussion/workshop

For more information please contact (905) 841-3191.
Email: bill@billhogg.ca, Web: http://www.billhogg.ca/