In Chapter 6 authors present a scenario of a relationship being build between a customer and the store manager. They talk about "moment of truth" which creates a lasting impression of the Organization.
The way the store manager interacted with the customer is very nice and definitely helped her make the sale. But from my personal experience the more important thing is to make sure the lasting impression is not a negative one. I normally do not remember the stores where I had good experience and service, there everything was good so normally I do not make a conscious effort to go back to the same store but they have equal chance of me buying at the store like any other store. But if had bad experience with service in a particular store I tend to remember that avoid those stores in future. I normally do not go back. I think negative things have more impact on us than positives.
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By definition, the place where I work has a lot of public contact. I work for a health care provider, and the company has always stressed the importance of customer service. Your intuition about remembering bad customer service is correct; one of the things we have been told, is that if someone has a bad experience with a business, on average, they tell six people. However if they have a good experience, they tell only about half as many. When I have received outstanding service,
I try to make sure the employee's supervisor know about it by filling out feedback cards, or even writing a note. During bad economic conditions it's especially important because someone's job may depend on your feedback.
You are not alone on this matter. At some point, everyone has something to tell about having bad or good experiences in a store.
I used to work for a huge Retail company in the United States a while ago. As an HR employee, I had to interact with the Employee Relations/Legal Department on a daily basis. Usually we received phone calls, emails, and letters from customers who were willing to share their experiences in our stores.
Based on the cases I heard, I concluded that bad experiences impact much more than good experiences. People tend to retain bad memories easily. Once the customer goes through a bad experience, there is not much that a store manager can do to reverse this negative impact. At the end of the day, the lasting impression is what really matters to customers.
I'm currently dealing with this phenomenon while trying to decide whether to rent an apartment in a local complex. The apartments themselves looked nice, the rent was reasonable enough for the area, and the management staff we talked to were enthusiastic and friendly.
If you merely read the reviews of this apartment complex on apartmentratings.com, you would think it were in the middle of a warzone and being run by savagely rude and incompetent idiots. Granted, you can tell a lot more about a community by living in it for an extended period of time than you can by the initial tour, so in that sense, I'm a bit hesitant to go forward in light of these reviews.
On the other hand, there are fifty reviews of the complex from the past eight years, and not all of them were negative. Given the large size of the complex, the negative reviews probably reflect only a small percentage of everyone who has ever lived there. And who would be most motivated to actually go on the internet and take the time to write a review? Those who have had negative experiences and are the type to complain loudly about them. The vast majority of people who have lived there probably have had unremarkable tenures in their apartments, neither spectacularly good or horribly bad. Ultimately, I think we'll make this decision based on our own impression of the place, and if we do decide to go through with renting, use the negative reviews merely as a guideline for things to look out for.
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