Sunday, July 22 2018


Putting shop assistants on the front line

Update: June, 30/2012 - 09:02

HCM CITY — Singapore-based marketing guru Ron Kaufman yesterday spoke about how to build strong relationships with both internal and external customers at a seminar in HCM City attended by more than 300 people.

Defining service as taking action to create value for someone else and not just a reaction to a request, he said customers "remember surprising and unbelievable things" companies did for its customers.

Numerous organisations and studies had proved that better service was a key to retaining a company's best customers.

Understand customers

All over the world, people were taking practical steps to understand their customers better, create more positive experiences, generate greater value, deepen loyalty, and build long-term relationships for the future, he added.

Companies needed to teach their staff to think about service not just a procedure to follow but as a mindset of purposeful engagement and proactive communication that led to productive behaviour.

One problem among Asians was that people were always "waiting for the boss to give them permission or to tell them what to do".

Those days were over and the person at the frontline should be able to make a decision and act upon it, the guru concluded.

Speaking to Viet Nam News, he said: "Service is very important today for Viet Nam – because service is improving all over the world, and people who come to Viet Nam like me always compare the quality of service they experience."

Viet Nam had to compare and compete to create a better service experience.

As Viet Nam continued to develop, improvement in service should happen around the country, including in public services, Government services, educational services, medical services, and financial services.

"To uplift your service, you must focus on who you are servicing, who you are taking action for, what they want, what they need, what they tell you," he said.

Some customers wanted speed, some did not, some just wanted low prices, some would pay more but wanted you to teach them to explain to them.

"If you want a stronger relationship with the customer, you have to be willing to give more first."

The seminar, titled "Ron Kaufman Live! Uplifting Service", was organised by the ERC Institute Viet Nam. — VNS

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