Chapter 2: Generic Customer Service Isn t Enough Anymore

Chapter 2: Generic Customer Service Isn't Enough Anymore

1 As reported in the London Sunday Times, May 12, 2002.

2 For a complete discussion of the nostalgia factor and the role that brands play in evoking memories of the past, see Judith Langer, "What Consumers Wish Brand Managers Knew" (paper presented at Advertising Research Foundation Workshop, New York, April 1994).

3 For a complete discussion, see Fournier, "Consumers and Their Brands."

4 Nicholas Ind, "Living the Brand: Why Organizations Need Purpose and Values," The Journal of the Marketing Society, no. 15, (2001).

5 Ron Kaufman Web site, http://www.RonKaufman.com/bestof.html.

6 For a complete discussion of this topic, see Valerie S. Folkes and Vanessa M. Patrick, "The Positivity Effect in Perceptions of Services: Seen One, Seen Them All?" Journal of Consumer Research, Inc. 30 (June 2003).

7 Michael Edwardson et al., Consumer Emotions Study, SOCAP (Sidney, Australia, 2003): 2. Available through [e-mail].

8 Michael Edwardson's remarks to the annual SOCAP conference in Sydney, Australia, August 2003.

9 Jan Carlzon, Moments of Truth (New York: Ballinger Publishing, 1987).

10 Kevin Roberts, e-mail communication with the authors, January 2004.

11 See Folkes and Patrick, "The Positivity Effect in Perceptions of Services."

12 Nigel Cope, "Can Ratner Regain His Old Retail Sparkle?" Independent, July 28, 2003.

13 The PowerPoint presentation can be obtained by contacting [e-mail].

14 Michael Edwardson et al., Consumer Emotions Study, SOCAP (Australia, 2003): 2. Available through [e-mail].

15 David Haigh, "The Role of Brands and Brand Managers," Brand Finance, May 2000.

16 For a marketing perspective, see Michael D. Johnson, Eugene W. Anderson, and Claes Fornell, "Rational and Adaptive Performance Expectations in a Customer Satisfaction Framework," Journal of Consumer Research 21, no. 4 (March 1995): 695–707.

17 As quoted in H. James Harrington, "Creating Organizational Excellence-Part Five," Quality Digest 23, no. 5 (May 2003): 14, 54.

18 See Max Blackston, "Observations: Building Brand Equity by Managing the Brand's Relationships," Journal of Advertising Research (January 2000).

19 For example, see John Morrill, "How to Improve Profitability through Advertising," Harvard Business Review 4 (March–April 1970).

20 David Burrows and Juliet Williams, "Who Is Killing CRM?" Admap (July 2001).

21 These brand experts insist, "In order for the meaning of brands to become fully concrete, the mediated meaning derived from advertising and promotion must be negotiated with the lived experience of purchase and usage." Richard Elliot and Kritsadarat Wattanasuwan, "Brands as Symbolic Resources for the Construction of Identity," International Journal of Advertising 17, no. 2 (1998).

22 As reported in the London Sunday Times, May 12, 2002.

23 This specific model, typical of models used by brand strategists, is the work of Keith Syron, market research consultant, and is reprinted with his permission.

24 The Gallup Organization reports that 60 percent of CRM implementation has fallen significantly short of expectations. See William J. McEwen, "Is CRM All Hype?" Gallup Management Journal (April 22, 2202), http://gmj.gallup.com.

25 Sistrum Mystery Shopping research, http://www.hewson.co.uk.

26 "State of the Industry," American Society for Training and Development, 1998, http://www.astd.org/astd.

27 If you want to reminisce, you can hear the old "catch our smile" ad at http://www.catchoursmile.com/.

28 As reported at http://www.cactuswings.com/psa/.

29 E-mail communication from Linda Bloeth Bugbee with the authors reprinted with permission.

30 Statistic cited in Elizabeth Goodgold, "Talking Shop," Entrepreneur (September 2003): 65.

31 For a complete discussion about the history of branding in relationship to consumer culture, see Holt, "Why Do Brands Cause Trouble?"

32 There are dozens of books about Deming and the quality movement. Two such books are Mary Walton and W. Edwards Deming, The Deming Management Method (New York: Perigee Press, 1988), and W. Edwards Deming, Out of the Crisis (Boston: MIT Press, 2000).

33 As quoted by Rick Burns, "We Are Family: Making a Resort 'Our' Home," Lodging HR 3, no. 12 (March 2002): 1.

34 As quoted by Rick Burns, "We Are Family: Making a Resort 'Our' Home," Lodging HR 3, no. 12 (March 2002): 1.