The Economics of CX Excellence by Zainal Azrul (PDF)

The Economics of CX Excellence
An Observation to DBS/ LIDL Conference
By Zainal Azrul Bin Zainal Akhiruddin (1692707)
Module : Marketing Communications (B7MK102)
Lecturer: Brenda Muldowney

Introduction
In practice of IMC campaign, customer service has always been one of the crucial
attributes to maximizing impact of sales volume and attaining customer loyalty. The
constant shift in consumer demand makes it even more challenging for companies to
accurately understand the need of their customers.
The Importance of Customer Service; A Summarization
Quality Customer Service requires that staffs must be appropriately trained for the
specific scope in order to substantially improve the quality of respective provision.
Gillian Maxwell, one of Partner & HR Director of Danish retail chain Flying Tiger
Copenhagen who assimilated the brand into Irish market, exemplified that her ideal
model of an excellent customer service should entry with an innovative shopping
experience for the customers to identify the brand with. Furthermore, a dynamic retail
atmosphere helps in the interpretation of overall cost and benefit the brand represents.
The unique selling proposition to Flying Tiger Copenhagen is of that to provide premium
sensation in everyday grocery buying. With Tiger Retail Ireland store first being
deployed in Dún Laoghaire on 2011 to employing more than 150 people in total of eight
new stores that includes Dundalk, Limerick and Killarney, it aims to promote this
business model with more potential customers for its future expansion in Waterford,
Wexford and Kilkenny.
As seller, persuasion technique, enquiring the right questions and responsive
collaboration with customers is imperative for a mark of an effective customer service. In
additional, strong emotional communication would not only encourage propinquity
between both parties, it would incite lasting trust, loyalty between consumers and the
business itself thus equating in an increased customer satisfaction.
She also inferred that distance and miscommunication between seller and buyer creates
lack of trust, which would contribute to failure of the customer service mechanism within
any business.