That’s changing.
The mass brand leaders in most markets have figured out how to
deliver extraordinary promises at scale. Not the high end guys. The mass
ones. They do this by realizing that the cost of making the customer
happy is tiny compared to the cost of leaving her unhappy.
[Hint: if you think that there’s any chance at all that people
consider what you sell a luxury good, the answer is, they probably do.]
Go to a McDonalds. Buy a Big Mac and a chocolate milkshake. Drink
half the milkshake. Eat half the Big Mac. Put the rest of the Big Mac
into the milkshake, walk up to the counter and say, “I can’t drink this
milkshake, there’s a Big Mac in it.” You’ll get a refund.
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