In complex business scenarios, there is no product or service that is always delivered flawlessly. No matter how fantastic a product or service is, what influences loyalty the most is the way the customer is treated when things don’t turn out as expected. That’s why customer orientation—even when you cannot completely fix an issue—is a crucial factor in customer retention.
Observing how your customers or partners serve their customers provides great insights into what is most important to them. Here are a few best-in-class examples of customer orientation in action.A few months ago, I paid a visit to Singapore Airlines and they wowed us throughout the visit. We were welcomed into their offices exactly like how one is received on their flight – creating a core memory right from the start.
Singapore Airlines leaves no stone unturned in ensuring that their customer-centricity is seen and experienced right from the booking process all the way up to their post-flight loyalty programs. Even very senior leaders lead by example by reviewing the quality of basic inflight services in their executive meetings. In their book, the customer’s comfort is above everything.
Their service philosophy is centered around ‘soaring as one’, while striving to bring customer delight, delivering service from the heart, and upholding the brand – every time.Amazon is a name that pops up when you talk about a company that has made life a little easier when you need to balance your time between work and home. Amazon has fewer rules for the customer when they return orders. For me, personally, not having to pack the order again is a big relief.
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