MKTG 2030 Lecture 11: Marketing Chapter 11
19 Apr 2016
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Document Summary
It is to be noted that loyal customers are very profitable to any company. Research shows that satisfied customers spend more which in turn creates shareholder value. Satisfied customers are the key to the success of a company. Satisfying customers is also the best way to attract and keep them. Smart companies attract customers without adding extra costs. An example of this would be ace hardware. This company found a way to increase customer satisfaction without adding extra costs. That is when a store gets busy, a customer quarterback comes in and takes over and plays the role of the customer coordinator with the sole goal of helping customers. The customer quarterback greets the incoming shoppers, talks to them, and assesses their body language to understand whether they are shoppers or just browsers. When there is an influx of customers, the customer quarterback instructs everyone to drop their jobs and just focus on the customers.
