Take Command of Service†

CMOs, You Must Have Responsibility for Training Service Personnel

Advertising Age, September 15, 2008 — There are businesses that provide adequate customer service and have many satisfied customers. This column is not about them. It is about the businesses that cannot or will not get it right.

Every year prominent research organizations such as J. D. Power & Associates survey millions of customers and businesses to gather customer-satisfaction rankings. A June 2008 industry-satisfaction study by that organization shows that Alaska Airlines, Continental Airlines and JetBlue Airways rank highest in customer satisfaction even amid declining overall satisfaction with the airline industry. Pella ranks highest for a second consecutive year in the 2008 Windows and Patio Doors Satisfaction Study. Microtel Inns & Suites is ranked highest in the economy/budget-hotel segment for a seventh consecutive year in the 2008 North American Hotel Guest Satisfaction Index Study.

In a business environment the CMO must be the ringmaster, the one who makes order of chaos.