The Rising Tide of Customer Defection

Laurence Haughton:

Zollars’ thinking was simple. “Those are the four basic expectations a customer has when they hire a trucking company,” he explained. “And if you fail to follow through on what customers expect they can’t possibly like you.”

Needless to say the results of this simple study were like a cold slap in the face. In 4 out of ten cases Yellow had failed to follow through on one or more of the fundamental things their customers expect.

“How can they say ‘our customers like us,'” Zollars thought. “We let them down 40 per cent of the time.”

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