Paul Bennett, head of consumer experience at IDEO – a design consultancy – says that good customer service isn’t rocket science.
“Like most shoppers, I just want to feel listened to, but I also want to feel in control,” he says. “I want the shop assistants to be informed and be able to answer my questions. That’s all.”
Excellent service, he adds, generates a word-of-mouth effect, which is something that a lot of shops seem to forget. Happy customers become zealous brand advocates, which is the kind of advertising that money can’t buy.