What is it about?
This article is an in-depth qualitative study that used the Delphi technique to explore the importance of continuous improvement and company culture to instilling a customer focused ethic and focus throughout a company. It shows the need to instil such a focus at all levels and the importance of having buy-in at all levels in order for this to succeed and to improve customer retention.
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Why is it important?
It is important because it shows that, even if there are separate departments to focus on customer service and retention, it is vital that all parts of the company are on board in order to achieve this, otherwise the chances of it succeeding are far less.
Perspectives
For me personally, what was fascinating with this study was the use of the Delphi Technique in extremely in-depth interviews with top company executives. Such data is rare to come by, and it afforded a rich source of information at a level of depth that would only be accessible using such approaches.
Dr Nick Pilcher
Edinburgh Napier University
Read the Original
This page is a summary of: A holistic framework to embed good company practice for customer retention, The TQM Journal, March 2017, Emerald,
DOI: 10.1108/tqm-11-2015-0139.
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