If you take a close look at the companies that
consistently have the highest approval ratings, they seem to have a few key things in
common when it comes to customer relations: value, quality, and
service.
Value: Customers are
initially attracted to what a company is selling based on low prices for what they
want. Large companies filling orders wholesale or individual consumers buying clothing
will often compare prices from several sources before deciding to purchase, and sale
advertisements are based on the concept of value for the money spent. Wal Mart's entire
business model rests on this type of relationship with the
customer.
Quality: The
quality of the good or service a company provides is what keeps consumers coming back
for repeat business in the future, and what causes them to give positive references
through word-of-mouth recommendations to friends, relatives and associates. Costco is
one company that prides itself on quality products, and has a strict quality control
system for what it sells. This has built them a reputation such that customers
associate their name with
quality.
Service: Money back
guarantees, service after the sale, no questions asked refund policies, etc. give the
customer confidence that the company believes in and will back the product or service
being sold. It removes lingering doubts they may have as it is essentially an insurance
policy for the consumer.
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