Winning customer ownership ‐ the Jaeger service excellence story

Abstract

Fashion retailer Jaeger is an award winner for customer service. Looks at the background of the company, how that led up to a focus on customer satisfaction, and the efforts ‐ including customer profile cards, local marketing, communications programmes, and more ‐ that were made to get to know the customers and their needs and wants better. Finally addresses the issue of “defectors” (former customers) and how the company set about trying to recapture this group. Ends with a number of lessons the company learned.

Citation

Duffin, D. (1997), "Winning customer ownership ‐ the Jaeger service excellence story", Managing Service Quality: An International Journal, Vol. 7 No. 2, pp. 80-86. https://doi.org/10.1108/09604529710161450