Publisher's Synopsis
The last two decades have seen the rise and rise of the service economy, where image, and customer perceptions - are crucially important in building a successful business. Rarely do we buy a hard, tangible object called a 'product'. Financial services sell peace of mind; car manufacturers sell a self-image and an aspirational lifestyle; computer and software companies offer 'solutions' - even food is fashion. Whether in the traditional service sector -retailing, hotels, airlines - or in selling tangible things like CD players or cars - you don't stand out simply by making the best product, because 'best' is determined by the perception of quality in the eyes of the customer, and influenced above all by the quality of service received. Nigel Barlow draws on two decades of experience in 20 countries to argue that the age of service has failed to deliver on its promises. He goes far beyond the standard business-speak cliches of customer service to show why merely satisfying customers is not enough. He explores with original examples and first-hand experiences why service so often falls short of customer expectations, and shows how to think and act to create legendary service in the reader's own organisation.
