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White Hutchinson Leisure & Learning Group, Kansas City, MO, USA

Four Keys to Good Service

Just because today's customers are satisfied doesn't mean they're loyal, according to research by AchieveGlobal, a training and consulting firm based in Tampa, Florida. The research shows that 80% of consumers who have switched providers of a product or service said they made the change despite being satisfied with the original company.

AchieveGlobal's research revealed that to earn customers' loyalty, companies must master the service qualities most valued by their customers. The research revealed that regardless of industry, geography, product or service, consumers consistently value four qualities of service:

• Attentive Service - Consumers want caring and individual attention paid to them, and consider this most important. They want to be recognized quickly, politely and with respect.
   
• Trustworthy Service - Consumers want what is promised, and they want it provided dependably and accurately. They want to feel they're in capable hands and that promises and commitments will be kept. They want things to be right the first time, and if something does go wrong, they want it resolved quickly and thoroughly.
   
• Seamless Service - Consumers expect frontline staff to coordinate everything. They do not want to have to deal with several people during the same transaction.
   
• Resourceful Service - They want prompt service, as well as prompt and creative problem-solving if something goes wrong.

Sharon Daniels, CEO of AchieveGlobal, explained it this way, "Employees must have the ability to listen to and understand a customer's needs and offer a solution that will meet or exceed their expectations. That's what makes the difference between a routine encounter and a great service experience."

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