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Article
Publication date: 1 April 1997

Doug Duffin

Fashion retailer Jaeger is an award winner for customer service. Looks at the background of the company, how that led up to a focus on customer satisfaction, and the efforts �…

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Abstract

Fashion retailer Jaeger is an award winner for customer service. Looks at the background of the company, how that led up to a focus on customer satisfaction, and the efforts ‐ including customer profile cards, local marketing, communications programmes, and more ‐ that were made to get to know the customers and their needs and wants better. Finally addresses the issue of “defectors” (former customers) and how the company set about trying to recapture this group. Ends with a number of lessons the company learned.

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Managing Service Quality: An International Journal, vol. 7 no. 2
Type: Research Article
ISSN: 0960-4529

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Article
Publication date: 1 June 1997

Doug Duffin

Presents an illustration of a very old lesson ‐ great customer service does pay. Describes the Viyella example, which has been successful primarily because staff were quickly…

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Abstract

Presents an illustration of a very old lesson ‐ great customer service does pay. Describes the Viyella example, which has been successful primarily because staff were quickly trained to see the value of gaining and retaining customers, of how to avoid “defections” and to understand that every service encounter is an individual one. Above all they learned that keeping a focus on customers means that you are able to retain and develop a profitable customer base ‐ and reap the rewards that this generates. Offers practical examples of what worked at this fashion retail business.

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Managing Service Quality: An International Journal, vol. 7 no. 3
Type: Research Article
ISSN: 0960-4529

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