Monday, December 1, 2008
Hi, this is Whirlpool, how can I help you?
According to a Yankelovich Report in Q4 2007, only 9% of consumers report customer service in the appliance industry as being either “excellent” or “very good”. This is the worst performance of any industry other than oil/gas – even worse than cable! There are two ways to look at this, a great opportunity for brand differentiation, enhanced equity and loyalty --- or a money pit. Is it really possible to distinguish a brand on customer service or should the money be invested in product innovation and quality, i.e., exciting products that don't break down in the first place? Which is more important to building equity?