In the past, organizations were continually making changes to their product and service lines to try to attract and hold customers. Often this has been their primary approach to customer satisfaction.
Many major organizations have become more customer-centric and stress long-term relationships with customers. They realize that it is cheaper, and smarter, to retain current customers, rather than subscribe to a revolving door approach of continually trying to attract new customers to replace the ones that they lost to competitors. Their goal is to continually try to enhance their service culture and the perception that current and potential customers have of their organization. Advertising campaigns often reflect this new awareness as companies try to communicate that they are more focused on their customers.
The following are some familiar slogans used by companies in their promotional materials:
“You can do it; We can help” – Home Depot
- “Like a good neighbor”—State Farm Insurance
- “When you’re here, you’re family”—Olive Garden Restaurants
- “You’re in good hands”—Allstate Insurance Company
- “It’s your store”—Albertsons Grocery Stores
- “What can Brown Do for You?” – United Parcel Service (UPS)
- “We’ll leave the light on for you.” Motel 6
- “Think what we can do for you.” Bank of America
To do your part in better serving customers in your organization, take a look at the slogans above and ask yourself the following questions in order to help improve your service levels:
- What am I currently doing to provide the same level of quality service that these companies are espousing?
- What am I currently doing that I could do better when serving my customers?
- What am I currently doing that is potentially detracting from customer perceptions of service?
Based on answers to these questions, develop an action plan for improvement and strive to develop customer-focused behaviors and deliver the best possible customer service in the future.