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CASES.DAT
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1991-07-08
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SUCCESSES:
Target Stores, a discount chain of Dayton Hudson has an
approach to staffing service personnel: 5000 of the 80,000
employees are over age 60. According to their personnel
officer: "Elderly workers deal better with customers. They
go out of their way to satisfy them and don't stop with
simple answers."
Au Bon Pain, a gourmet sandwich shop, hired a consultant to
"help the company escape the cycle of failure endemic to
the fast-food industry: constant employee turnover, a
continual decline in worker quality, and deteriorating
customer satisfaction ".[Fortune,June 4,1990]. The method
was to pay more money to attract higher-quality workers
and to reduce turnover,reduce training costs, increase
productivity, and keep workers loyal.
Dow Chemical has a customer satisfaction measurement survey
that involves a visit of an industrial hygienist to the
client's plant at Dow's expense. The visitor takes air
samples and returns a formal report focusing on the safe use
of the chemicals. [William Band,Performance Metrics Keep
Customer Programs on Track, Marketing News,May 28,1990].
Campbell Soup recognizes that customer expectations are
shaped by factors such as age,sex,race,and income. For
instance,people 35 and older wanted recipes printed on the
product,whereas younger shoppers want to find the products
quickly. To woo older shoppers, Campbell supplies a toll-free
telephone for consumer questions and comments.
[Patricia Braus,American Demographics,July,1990]
MBNA America, a credit card operation pays attention to
retaining customers. A new card member "costs $100 to
acquire,but a five-year customer brings in an average of $100
in profits annually." MBNA's card retention program involves
calls to customers who wish to close accounts to attempt to
win these customers back (perhaps by waiving fees).
["What Customers Really Want,Fortune,June 4 1991].
Staples, an office products discounter of Boston, gets to
know its customers by collecting information at the checkout
line.A client fills out an application form in order to
obtain a membership card for discounts. All purchases are
logged against the card so that the store can accumulate data
on buying habits and inventory.
Restaurants can collect information from a reservation
list, thereby finding out about those who seem to be
losing interest.