From slogans to strategy: a workable approach to customer satisfaction and retention.

Too many organizations confuse slogans, good intentions, or mechanical phrases with customer service. Most recognize that the most powerful way to prosper in today's economy is to enhance customer satisfaction and loyalty. But customer service has little to do with mottos, slogans, or mechanical phrases. The real management challenge lies in translating the slogans into employee actions that create customer satisfaction and loyalty--in creating a strategy for ensuring good service intentions and exceptional service results. This article shows a logical, theoretically sound approach to building and implementing what I call an E-Plus Customer Satisfaction strategy. Incidentally, I use the term "customer" throughout this article, but I recognize that we have different terms in various organizations. So feel free to substitute "patient", "guest", "client", or any other synonym. The principles are the same.