 | Waiting, Chinese style |
While the relentless speed of Chain’s economic development continues there are signs that one area that has been lagging behind is also catching up, Customer Service.
Interviewing Thought Leaders in Shanghai reveals that Chinese consumers are starting to expect far greater levels of customer services from organizations and retailers. Expectations are rising beyond the basic levels of, product safety and the ability to return something is unsatisfactory or faulty to a more holistic range of ad hoc benefits.
Examples like Hai de Lao chain of ‘hot pot’ restaurants, which provide a superior range of free services to their customers who often have to queue for an hour for a table. From nail bar, free Internet access, shoeshine and even poker tables the chain are leading the way with their consumer service experience.
The complementary facilities have proven so popular that people now come to the restaurant for the customer service as much as the food. Hai de Lao proves that making the extra effort easily translates into customer loyalty. Customers admitted that superior services encourage them to come more often and bring their friends to enjoy the free manicure before dinner. The restaurant even lets you eat for free on your birthday. The success of the Hai de Lao chain indicates that service will become and increasingly important factor in consumer choice in China as people grow to expect more from their chosen brands and organizations.
Service also looks set to be a hot topic in the retail sector with more organizations, such as the China Merchants bank, have installed electronic service rating devices at counter to get instant gauge of customer satisfaction and reinforce their commitment to ‘five star service’.
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