Delight or defection: the pivotal role of people at the retailer inside the customer experience

Jörg Höhnery and Charles Kirk
Maritz Research, United Kingdom

INTRODUCTION

Despite clear demands for better service, customers report almost no improvement in the last decade. Why? Companies too often ignore the dynamic people issues that truly affect customers' experience. Almost half the customers who defect leave because of issues with customer service.

OVERVIEW

In the car manufacturing industry, boosting unit sales and market share hinges on getting end users to value the actual sales interaction and customer service. While interaction with the client during the “customer experience” is pivotal to achieving long-term sales results, so too are the methods used to evaluate customer satisfaction. They play a leading role in honing a competitive edge in 21st century global markets.