The difference between providing “customer service” and “hospitality” (or the equivalent idea in retail) can make the difference between a satisfied customer and a committed one. Bridging this gap — from satisfied to committed — becomes a vital part of any company’s customer relationship and brand management programs.
The challenge is the sheer number of retailers and service providers who need to get the basics of customer service figured out first. It’s surprising how many retailerss still don’t operate efficiently and still can’t get the right goods on the shelf when the customer expects to find them. (And non-retailers need to do a better job providing their equivalent of “goods on the shelf.”) Get the first step right, and the second step — toward hospitality and customer commitment — becomes easier to achieve.