Presents an illustration of a very old lesson ‐ great customer service does pay. Describes the Viyella example, which has been successful primarily because staff were quickly trained to see the value of gaining and retaining customers, of how to avoid “defections” and to understand that every service encounter is an individual one. Above all they learned that keeping a focus on customers means that you are able to retain and develop a profitable customer base ‐ and reap the rewards that this generates. Offers practical examples of what worked at this fashion retail business.
Duffin, D. (1997), "Keeping it all in focus: the Viyella service story", Managing Service Quality: An International Journal, Vol. 7 No. 3, pp. 124-126. https://doi.org/10.1108/09604529710166888Download as .RIS
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