Sample Essay On Quality, Delivery And Productivity

Companies operating in modern highly competitive marketplace should keep pace with current trends if they want to overcome their rivals and gain a foothold on the market. Customers are no longer willing to be a part of the crowd, they want to feel unique and thus require exceptional service. Ritz-Carlton, Morton's Steakhouses and Nordstrom are fine examples of efficient customer relationship management and how it can be used in order to create strong customer loyalty and retention. They show how to make customer experience positive to the extent when doubts concerning which company to choose next time no longer exist.
Ritz-Carlton managers exert best efforts to creating a certain set of values shared by all employees. They make investments into day-to-day trainings, trying to improve customer service on a daily basis and make all staff members highly motivated. Every guest should be treated like a king and all efforts should be aimed at making his stay an outstanding experience that he will never forget and would want to repeat again. This is only possible if the staff considers guests as the main focus of their job. Employee should be initiative and do everything accomplishable to let the guest understand that there is no other place where somebody would get such ultimate experience as one can get at Ritz-Carlton. All relevant values should be developed in each employee throughout constant trainings that are held in a unique form of storytelling during lineups. Wow-stories about how hotels’ staff shows its commitment and makes contribution to common values encourage others to do the same. Everybody’s efforts are noticed and such recognition motivates and inspires towards more examples of exceptional service (Gallo, 2007).
Morton's Steakhouses demonstrate their own approach to how excellent customer experience management can be used as an effective marketing tool. Customers usually share their impressions about any products or services they had a chance to deal with but they are more inclined to tell about negative experience, since positive one is considered to be something conventional that they don’t have to give credit to. Morton's Steakhouses unlike others focuses on creation of such a memorable experience that one cannot help but declare about. People may not believe a company which sings praises of itself, but they believe a friend who tells about how exceptionally he was treated. If the customer shares such information in social media and the message reaches a wide number of potential customers, all efforts and financial expenses engaged become warrantable and bring many benefits (Shankman, 2011).
Nordstrom’s story telling that customer is always right was aimed to incentify its employees as well as attract customers. Though its message is about putting customer first, the story itself is rather vague and inconsistent information about some facts makes it improbable. Nordstrom is also trying to create memorable customer experience, but it would be more convincing and effective if the story was told by a real person and not about a man dozen of years ago (Snopes.com, 2011).
What is common for all three companies is that first of all they admit that customers rule the world and companies should pay due regard to this fact if they want to stay competitive and successful. Customers who are extremely satisfied and emotionally attached to the company will never opt for another one. And the second commonality is about stories they tell. Storytelling is an efficient communication tool that helps to display one case with a happy customer for a wide audience and thus motivate people who make such experience possible and attract other customers who would like to experience alike treatment.

References

Gallo, C. (2007). How Ritz-Carlton Maintains its Mystique. Businessweek.com. Retrieved 3 February 2015, from http://www.bloomberg.com/bw/stories/2007-02-13/how-ritz-carlton-maintains-its-mystiquebusinessweek-business-news-stock-market-and-financial-advice
Shankman, P. (2011). The greatest customer service story ever told, starring Morton's Steakhouse - See more at: http://shankman.com/the-best-customer-service-story-ever-told-starring-mortons-steakhouse/#sthash.LrdGwHIJ.dpuf. Retrieved from http://shankman.com/the-best-customer-service-story-ever-told-starring-mortons-steakhouse/
Snopes.com. (2011). Return to Spender. Retrieved 3 February 2015, from http://www.snopes.com/business/consumer/nordstrom.asp
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