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Page 84 MAY 2018 | RETAILERS FORUM MAGAZINE

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continued...

Lexus sales increased nearly 30% in its 2nd year

while its two primary established competitors

experienced declines of as much as 34% and

27%. That's taking market share. Granted, some

of the gain was due to value (quality at a fair

and in this instance lesser price), but a lot of it

was due and continues to be due to customer

satisfaction.

Lexus knew the keys to winning

new customers and is building a

loyal base for repeat business with a

highly fickle consumer group, and

in a highly competitive industry.

Lexus is succeeding with sales and

marketing savvy closely integrated

with a never before offered level of

customer service. Expect Lexus to remain rated

the very best for a long time.

SUMMARY

What are the messages from these case examples? What

constitutes being the best at quality

service and winning customers in good times

and bad?

One message that comes across is each firm has

made quality a formal focus through either

their leadership or a formal plan. AT&T and BP

exemplify this concept.

Another common element is listening to the

customers. Each winner reads the pulse of its

marketplace through feedback from the customers and

employees. Striving to be the best

also means communicating with both the consumer and within the company.�

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