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Page 54 DECEMBER 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

In examining where customers are coming

from, you have to put yourself in their shoes.

You purchase many companies' services and

products. What has your personal experience

taught you? One of the first things you must

have discovered is that quality service has become

rare. Over the years, thousands of people

& companies have loudly claimed their quality,

but how many have actually delivered? Even

companies that have managed to live up to

their claims later scaled back their efforts, some

in order to achieve more profitable operations,

some out of a lack of will or loss of purpose.

Any number of firms have cut costs,

eliminated manpower, deleted training

expenses and other supportive efforts that

assure a quality delivery system.

Many of these

firms have not

changed their

overall marketing

message or

promise of quality

service when

talking to the

consumer. They

put their sales

personnel under

greater pressure

to perform with

less product/service

delivery support. Few people simultaneously

make these cuts while claiming improved

quality service, but in the end, the customer

gets less actual delivery, and this leads to consumer dissatisfaction.

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