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Therefore, it is important to note that in order for customers to have a sense of trust in the brand or the company, the staff need to build rapport with the customer to retain such trust. This can further be established at the point of sale where the customer purchases a product and feels that the product they have chosen may serve their needs.
In consumer-oriented guided group activities (e.g., a cooking class, a wine tour, and hiking group), rapport is not only dyadic and customer-employee oriented, but also customer-customer and group-oriented as customers consume and interact with each other in a group for an extended period. [8]
It is critical that the product development core team are involved in this process. They must be the ones who take the lead in defining the topic, designing the sample (i.e. the types of customers to include), generating the questions for the discussion guide, either conducting or observing and analyzing the interviews, and extracting and processing the needs statements.
Individual customer's responses and transactions are recorded. [57] Direct marketing is a growing form of marketing communication. It is designed to build the relationship between the customer and the brand, [58] known as customer relationship management (CRM). Organizations use customer accounts in order to monitor and understand their needs.
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"The customer is always right" is a motto or slogan which exhorts service staff to give a high priority to customer satisfaction. It was popularised by pioneering and successful retailers such as Harry Gordon Selfridge, John Wanamaker and Marshall Field. They advocated that customer complaints should be treated seriously so that customers do ...
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