How Important is Service - Really, How Important?

A timely reminder of the importance of Service.

In July 2005 Service Integrity conducted a study to determine the importance of Customer Service to customers. The survey asked the following paired questions with 324 respondents

Which is more important?

Store Presentation 8%
Service 92%

and yet stores can easily spend USD500,000 on a single store fitout but begrudge spending USD50 per month on Mystery Shopping

Store Location 22%
Service 78%

Cleanliness 47%
Service 53%

Staff knowledge 59%
Service 41%

Location 42%
Presentation 58%

Staff knowledge 87%
Presentation 13%

Cleanliness 41%
Staff knowledge 59%

Time to rethink a few priorities in these tough times.

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Serving Reason

Comments

[Matt Church]

Love it Steve. Want a fabulous observation. I have to say it relieves me a bit of the customer service as process improvement versus product knowledge. One is education based (easier me thinks) and one is platform based (harder to implement fast and get quick hits on.

Thanks for your thought leadership!

M@