RETAILERS WARNED TO IMPROVE SERVICE

Written on the 24 October 2011

RETAILERS WARNED TO IMPROVE SERVICE

TWO iconic luxury brands have warned retailers they need to develop superior customer service skills to have any hope of retaining market share and competing with the online boom.

Sofitel Luxury Hotels and Ella Bache are warning others to improve their customer service levels as the online shopping cart picks up pace.

Sofitel Asia Pacific vice president of sales, marketing and distribution, Stephane Laguette says individualised customer service is a growing factor which contributes to success, particularly in the hotel industry.

“Excelling in customer service is the most important subject in our industry and it’s not easy to manage – that’s why we’re continuing to invest in this area and are currently working on a complete connection between our different hotels around the world,” he says.

“We need to be consistent in what we want to deliver and it is something we have to rethink, rebrand and redo on a daily basis.”

Ella Bache national field training manager Amber Scott agrees that consumers’ expectations have changed, with people now seeking out and demanding superior customer service.

“Having superior customer service is essential to representing our brand adequately now more than ever,” she says.

“As a face-to-face business, we have to continually and consistently deliver fantastic customer service. The market is not extremely competitive, but it’s what our clients are asking for.”

Both Sofitel Hotels and Ella Bache have investing in training through service company iPerform. iPerform director of training and development Timothy Millett says Australian retailers are losing their business to online competition not only because of the cheaper prices, but because ‘old fashioned’ customer service skills have been lost.

“Many customers seeking good service are expressing disappointment with their interactions with some of Australia’s biggest retailers and with the retail landscape rapidly changing, the focus needs to be switched from discounting on price to focusing on an improved retailing experience for the consumer,” he says.

“Organisations focused on customer experience generally outperform their competitors two to one in revenue growth and report 5 to 10 per cent higher profit margins. Retailers who are getting it right by creating superior customer experiences aren’t feeling the pinch.

“Luxury brands in particular are really dominating as they realise the value in training their front-line staff to give them expert product understanding and the knowledge of what it takes to satisfy
the customer.”


Latest News

SUPER RETAIL GROUP SAYS GOODBYE TO AMART SPORTS BRAND

A BRAND synonymous with Australian sporting goods, Amart Sports, will be retired from 1 November 2017. Super R...

SUPREME COURT GRANTS LEAVE FOR CLASS ACTION AGAINST DICK SMITH

A CLASS action law suit against Dick Smith has been given the green light for shareholders impacted by the company...

NEXTDC SHARES SOLD OFF AS ONGOING SPAT WITH 360 CAPITAL CONTINUES

SHAREHOLDERS in data centre operator NextDC (ASX: NXT) have dumped their stock in the company as its ongoing war of w...

SURVEY SAYS COUNTEROFFERS MIGHT BE A WASTE OF MONEY

TO RETAIN the best and brightest employees it sometimes seems like a good idea to offer more money, but recent res...

Related News

SUPER RETAIL GROUP SAYS GOODBYE TO AMART SPORTS BRAND

A BRAND synonymous with Australian sporting goods, Amart Sports, will be retired from 1 November 2017. Super R...

SUPREME COURT GRANTS LEAVE FOR CLASS ACTION AGAINST DICK SMITH

A CLASS action law suit against Dick Smith has been given the green light for shareholders impacted by the company...

NEXTDC SHARES SOLD OFF AS ONGOING SPAT WITH 360 CAPITAL CONTINUES

SHAREHOLDERS in data centre operator NextDC (ASX: NXT) have dumped their stock in the company as its ongoing war of w...

SURVEY SAYS COUNTEROFFERS MIGHT BE A WASTE OF MONEY

TO RETAIN the best and brightest employees it sometimes seems like a good idea to offer more money, but recent res...

BOOK YOUR FUNCTION SPACE HERE

 

 

 

Contact us

Email News Update Sign Up Contact Details
Subscriptions

PO Box 2087
Brisbane QLD 4001

LoginTell a FriendSign Up to Newsletter