Articles

8.2.2011 Brands must focus on service

Many brand owners fail to deliver high-quality service in the eyes of customers, but firms like Delta Airlines, Mattel and Family Dollar Stores are all investing in this aspect of their operations. Research group Forrester surveyed more than 7,700 Americansabout 154 brands across 13 different sectors. Overall, 35% of scores fell into the "OK" category, and two-thirds of the featured products either received this title or were perceived as being "very poor". By contrast, only 6% of the sample secured an "excellent" status, a decline from 10% during the same study last year.

Additional figures covering the European financial services industry, found 34% of respondents would inform friends when their expectations were not met. Another 19% recommended that people avoid the company concerned, while 17% switched to an alternative provider, 15% wrote a letter of complaint and 9% reduced the funds in their account. Digital responses proved somewhat less widespread, as just 4% awarded the relevant operator an unflattering rating online, and 3% uploaded a negative review.

Delta Airlines is tackling this issue head on, announcing regular training schemes for more than 10,000 staff, from baggage agents to individuals working at ticket counters, as part of a $2bn investment initiative. Toy specialist Mattel also embarked on a turn-around programme in this area, after witnessing considerable challenges during the opening six months of 2010. Family Dollar Stores, which benefitted as shopper habits changed in the recession, is now seeking maintain such momentum.

B.L. 8.2.2011