With service being one the 3 main purchasing points for consumers one would think that more emphasis would be on good customer service in the major corporations in North America. Despite the increasing rhetoric about valuing customers, customer satisfaction is actually declining in the U.S. Experts say that on average, U.S. companies manage to lose half their customers every five years. This could be attributed to higher customer expectations or increased choices for customers. Some suggest it could be due to the tight labor market, which has made it harder to find and retain the quality employees who can keep customers coming back (Hawk, 1999). In addition, complaints to the Better Business Bureau increased by 10% in the year 2009. Not only did the BBB receive over 1 million complaints from consumers last year but consumers turn to the non-profit sector more than 65 million times for help researching businesses in North America.
It is increasingly obvious that companies have continued to scale back in that are in hopes to cut cost and remain profitable. But isn't the customer always right? You would think so, but this has not been my experience. Recently my mother and I went shopping and had a horrible experience. On 03/10/2010 my mother and I shopped at Kroger at 1122 Powers Ferry Road Marietta Georgia. Unfortunately, the service was inadequate because my mother was discriminated against by a cashier named as well as a manger in the store. My mother always shops on Wednesday because she has been receiving the Senior Citizen Discount. We were disappointed because when she went to ask for her senior discount the cashier said that she didn't look like a senior. (Now keep in mind that my mother does not look like a senior but that does not give the cashier any right to say anything about her age.) In addition, she said she did not look old enough to receive the discount. She was told that the senior discount starts at age 60. My mother attempted to inform the cashier that she previously was told by Kroger staff that the Senior Discount was given at age 60. After my mother showed the Cashier her ID she again said “you don't look your age". I was infuriated by this comment. Instead of getting upset I figured I would address the issue later and not make a scene. I thought that it was very misleading for my mother to be allowed to get the senior discount for several months. She had no problem getting the discount before. Furthermore, I thought the remark that the cashier made was very unprofessional as well as discriminatory. I called the same store later that day to find out at what age can a person get the senior discount and the manager that I talked to told me 65. I informed her that was the 3rd different answer I received from a Kroger employee after asking that question. I believe that an employee is an extension of the company they work for therefore they should have a through understanding of the policies in place. Me calling the store resolved absolutely nothing. I filed a complaint to corporate on the 10 of March and still have yet to hear back from them. I gave them a date that I needed a response by as well as the action to be taken to resolve the issue. The deadline has passed and I still not heard from them, therefore I have now filed a complaint with the Better Business Bureau. I have decided enough is enough. If we continue to let these things slide we will never get the type of service that we want and deserve as consumers.
When I think about my transactions in recent years I can honestly say that at least 60% of my experiences have been terribly underwhelming. As time passes I look for more out of the customer service industry but I find myself getting less. The only thing that seems to be increasing is the amount of advertising companies try to throw at problems. With consumers getting smarter you can see how the Marketing Messages are catering more to segments...but marketing is no cure for customer service. It is all in presentation. Great Marketing will never outweigh good customer service. This is one way to bring it home: imagine someone offered you a wonderful dinner of your choosing. Sky is the limit. For illustrative purposes let’s say you were offered a T bone steak, baked potato, salad and your favorite beverage to go with it. In addition, the person offering this dream meal said you could pick from the dessert of your choice. All of this would sound so wonderful until you see your fantasy meal brought to you on a garbage can lid. This is what happens with the marketing of a company's product or service is grand but the customer service is poor. When a company is hoping to achieve organic growth the last thing that should be cut back is the quality of customer service. It is much too expensive.
In conclusion, the last thing I want to happen while running a business is for an angry client/customer to tell 5 of their friends that tell 5 of their friends how lousy my product or service was. That is definitely not the type of Marketing I would want to receive for my company. The rule of any type of exposure being good exposure applies to Hollywood stars and not businesses. In an effort to maximize shareholder value I believe businesses have gotten away from the first and simplest rule of business "The Customer is Always Right" So what can be done to make sure that consumers are respected and the value of our purchasing power is not taken for granted? As consumers we first must realize the power that we hold and no longer accept what is less than exceptional. Let's start by taking a stand. Will anyone join me?
