Buy custom Gronroos: Service Management&Marketing Summary & Point of View chapters 7,8,9
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However, there can be a ‘dark side’ to this analyzing and monitoring: annoyance of potential customers with surveys, callcenters or newsletters. What interests me about this is how customers perceive the organizations’ surge for information of what customers want. So it would be interesting to find out which people are ‘attracted’ through different ways of customer approach...
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Maybe some people (lower social groups) are more sensitive to basic ways of customer binding (like call centers) while others expect a sort of higher level treatment. I sometimes question myself how delicate this relationship is, can a bank lose customers because of a certain type of customer approach?
- I have a feeling that it may be quite hard to let external efficiency and customer relationships guide the decisions to be made in a company...
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