Parking - April 2010 - 13

What’s important to customers?
In the MSN Money and Zogby International Customer Service Hall of Shame poll, respondents answered this question, as follows: “When thinking about a company’s customer service, which one of the following features is most important to you?”

Feature
Knowledgeable staff Friendly staff Readily available staff Flexible policies for return/exchange of merchandise Service after the sale None—product is all that matters Not sure Other

% most important*
44 18 15 9 9 1 1 1

*Percentages do not add up because of rounding. Source: Zogby International. http://articles.moneycentral.msn.com/SmartSpending/ConsumerActionGuide/how-companies-were-ranked.aspx

colors, sweeteners, preservatives or hydrogenated fats,” the company says, according to the MSN Money article. Also, if you ask for help in finding something, employees drop what they’re doing and take you there. 6. Publix—A reliable theorem in customer service strategies is that by imbuing the employee with a sense of pride and ownership of the enterprise, the employee is more likely to deliver top-notch service. Publix sets itself apart from the pack with its employee-only ownership. It also offers a program of discounts to its less well-off patrons for food essentials such as milk and bread. Over 80 percent of respondents rated Publix as “good” or “excellent.” 5. Nordstrom—This upscale retailer has long been renowned for its exemplary level of customer service. Like Southwest, its first not-so-wellkept secret is hiring “nice” people; the company believes any person with a positive, outgoing attitude can be taught the skills needed to be successful. Second, the firm endows its employees with the authority to resolve most problems and complaints on the spot. It is known for its liberal return policy: bring it back anytime and get your money back (usually cash). 4. Amazon—The ubiquitous online retailer has grown remarkably with the near-flawless performance of its Website, its vast array of product offerings, and its free shipping. Interestingly, it considers the latter to be an advertising cost. Company spokeswoman Patty Smith was quoted in the article explaining, “That’s what’s going to keep the customer coming back.” Value, per-

formance, and selection results in a whopping 86 percent of those surveyed rating the firm as “good” or “excellent.” 3. Netflix—In just 10 years this upstart online purveyor of movie rentals has dethroned the long reigning king, bricks and mortar provider Blockbuster. Netflix relies on selection and speed of delivery to provide its patrons with the instant gratification required to effectively compete for the entertainment dollar in today’s tough economic times. Also, even as the movie rental business has changed from an in-store shopping experience to an internet/postal delivery approach, Netflix is positioning itself for future success by offering the next phase of service: delivery of movies electronically via the Internet. 2. Trader Joe’s—This specialty grocer actually prides itself on its limited selection. You won’t find every variety of a product on their shelves; instead TJ’s offers one or two, high quality PBs that have passed its “taste test.” Its employees also seek out customers in the aisles, making eye contact and asking patrons if they need assistance even if the customer does not appear to be in a quandary. Screening out the average and putting the exceptional on the shelves and on the floor has resulted in TJ’s rating of “excellent” by nearly 51 percent of its customers. 1. USAA—It might seem counterintuitive that an insurer that earns its profits by managing and denying claims actually is rated the highest in “excellent” ratings by survey respondents. USAA earned its position by being member (customer)owned and ultra sensitive to the needs and
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Parking - April 2010

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