Table of Contents
The success of John Lewis in keeping customer satisfaction
California Fitness & Yoga Centers Vietnam - A real example of bad practice of customer service
About California Fitness & Yoga Centers Vietnam
California Fitness & Yoga Centers Vietnam’s customer service problems
Causes of bad customer service
Customer service is the provision of service to customers before, during and after a purchase. Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation. Good customer service is all about bringing customers back. Due to intangibility, the customers can’t feel the service, and thus causes lack of confidence of customers to the services. Therefore, the business should ensure that they provide a good, nice, friendly and professional service to the clients. The essence of good customer service is forming a relationship with customers – a relationship that that individual customer feels that he would like to pursue. Customer service is an extremely important part of maintaining ongoing client relationships that are keys to continuing revenue. For this reason, many companies have worked hard to increase their customer satisfaction levels. In contrary, there are many companies want to get profit fast then abandon their customers or only provide poor customer care services. John Lewis, a chain of upmarket department stores operating throughout Great Britain, is a very illustrative for brilliant customer service. This assignment is going to point out their key of the success in keeping customer satisfaction as well as analyze a real example of bad practice of customer service, specifically, the California Fitness & Yoga Centers Vietnam and issue recommendations for the company to improve their customer service.
1. The success of John Lewis in keeping customer satisfaction John Lewis sees their costumers as individuals; each customer has their own needs and preferences. Therefore, they always find opportunities to listen to the customers, being open to feedback, and take action quickly on what the customers tell in order to provide the best possible choice, value and service to customers. Customers go to John Lewis not only to buy products, but also to experience their excellent services. As John Lewis sees them, there are 4 key elements that have created success of them in keeping customer satisfaction. The first element is the Recognition for their Partners. John Lewis’ Partnership is recognized in multiple customer satisfaction surveys and awards. From 2000 to 2012, John Lewis has won 7 times and been runner up for 4 times in top most frequently shopping place survey. Also in 2010, Johnlewis.com became the Best Online Retailer in an annual survey by consumer magazine. Their partnership card™ credit card has also been recognized as the top UK credit card. Partnership card™ won the ‘Best Achievement in Customer Service’ award at The Card Awards 2009 in London, got the first place in Credit Card Customer Satisfaction and was voted Best Credit Card Provider in June 2008. The second element is Acting on customers’ feedback. John Lewis listens carefully to what customers tell and do their best to respond quickly. They also introduced name badges for selling Partners to make customer service more personal, in response to customers saying they wanted to remember who had helped them, in case they wanted to return for further help, the customer will not need to explain everything from the beginning. The next element is Accessible shops and services system. Their construction design and operation of shops and services are aimed to meet each customer’s individual needs, provide assistance for disable people, who have problem with hearing,...
References: California Fitness & Yoga Centers Official Website (2012). OUR STORY WHO WE ARE - CALIFORNIA FITNESS & YOGA IN VIETNAM
John Lewis – a customer service case study
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