The Power Of Congruent Customer Service
November 6th, 2008 Posted in Dan Kennedy
As I'm writing this, I'm particularly peeved about a jewelry store in Phoenix (Weisfields). Last year, for Christmas, I bought matching Tag Huer watches for Carla and myself there. Not a cheap purchase. On my last trip, I dropped mine on the carpet and the band broke. Carla took it in and was treated as a nuisance.....told it'll take 4 to 6 weeks to get it repaired and that she'd probably do better handling it with the manufacturer herself. If you buy a Timex at Walgreens, that kind of non-customer service would be expected and accepted. But when you buy two very expensive watches from a jeweler, that is NOT the kind of service that should exist. (It's also incredibly dumb to tee off a customer like this right before the holiday shopping season.)The result is that I'll spend money elsewhere this year and every year thereafter, will never spend another dime there, and will give them lots of negative word-of-mouth advertising, just as I'm doing here.
Different levels of customer service are required for different businesses, different clientele, and the differing expectations established through a business' positioning, advertising, marketing and pricing. Lots of advertising dollars are wasted if not supported by congruent customer service.
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