Magazine article Management Services

Lorien Customer Focus Sponsors Excellence in Customer Service

Magazine article Management Services

Lorien Customer Focus Sponsors Excellence in Customer Service

Article excerpt

Market research and customer satisfaction specialist, Lorien Customer Focus (LCF) has joined organisations including BUPA, Powergen, the Royal Bank of Scotland, Sainsburys Supermarkets Ltd, Sony UK and Tesco Stores Ltd, in sponsoring one of over 30 awards in this year's National Customer Service Awards (NCSA). The Awards, organised by Quest Media and run in conjunction with the Institute of Customer Service, are being presented at a ceremony at the Grosvenor House hotel, Park Lane, London, on 21st September.

LCF, which has also supplied two judges for the Awards' panel - LCF's director of training, Catherine Walsh, and managing director, Steve Lydall - is sponsoring the 'back office team of the year'. Lydall commented: "In an era of fast followers and 'me toos', developing employees to deliver exceptional customer service is the only way of achieving differentiation.

"How you treat your customers has a much greater impact on their satisfaction than the product or service they are buying. So, to achieve and maintain competitive advantage, suppliers need to get closer to their customers," he said.

"Traditional differentiators such as price, product attributes and quality are no longer enough. By focusing on the emotional elements of your customers' interactions with your company, you can empathise with them and ensure that they are not just happy customers, but loyal advocates," he exlained.

LCF has used the results of its market research and customer satisfaction surveys, carried out for a number of clients in the automotive, finance, IT, retail, utilities, manufacturing, transport and telecommunications sectors, as well as the public sector, to develop an approach called 'Customer TouchPoints'. …

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