Justifying Mobility: The New Customer Ethos
Increasing Customer Responsiveness
A recent study (Customer Development Corporation, November 1998) examining
consumer attitudes towards the looming deregulation of the energy industry found that
effective communication with existing and prospective customers is the key success
factor for companies who hope to compete.
This should come as no surprise. Since the 1970’s, U.S. companies have been moving
toward a markedly higher level of customer service, recognizing that good
communication and reliable service is essential for success in a competitive
marketplace. This is especially true for companies selling commodity type products,
who need to distinguish themselves from their competitors.
A host of business books, public television shows, and magazine articles have
chronicled the development of this new customer service ethos in American industry.
Companies like Federal Express, Sears, and Toyota have been touted as business
models for succeeding in highly competitive markets by providing outstanding
customer service.
The best of these new “service” companies have made technology a cornerstone of their
customer service. With computers, you “remember”. Instantaneously, you have a
history of vital customer information including location, previous requests, back
orders, and promised delivery dates.
This image of “instant information” reinforces the feeling on the part of customers that
they are talking with someone who “knows” them and that they can ask questions and
get answers on the spot.
In addition to improving communication, technology is also being utilized in service
industries to insure convenience. Federal Express makes it easy to track orders and get
delivery service on short notice. And, for the most part, they come to you -- they adapt
to your needs and schedule.
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