Customer care is not good enough

Abstract

Thousands of supervisors and employees who have direct contact with customers are being trained in customer care. Although an important element in quality initiatives, customer care training is all too often an example of management satisfaction with the quick fix. When senior management is committed to customer focus rather than mere care, the results can be dramatic. Illustrates this concept of customer focus with personal experience of two competing airlines facing a problem. Both are good, efficient companies, interested in their customers. But there is a difference.

Citation

Macdonald, J. (1995), "Customer care is not good enough", The TQM Magazine, Vol. 7 No. 4, pp. 5-8. https://doi.org/10.1108/09544789510092854