Financial Daily from THE HINDU group of publications
Tuesday, Nov 25, 2003
Financial Daily from THE HINDU group of publications Tuesday, Nov 25, 2003 |
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Opinion
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Letters Company flavour
This is with reference to "What flavour is your company" (Business Line, November 20). All readers will vibe with the concluding lines where the author points out how the way the "moments of truth" and "touch points" are handled will determine the culture, and this internal culture of the organisation eventually influences the "equity" of the corporate brand.
During the days of rebuilding its brand image, British Airways decided to improve the degree of personal touch in all their transactions. A survey revealed that BA service was seen as impersonal because staff keep looking at computer screens and do not even make eye contact with customers. BA introduced a stipulation that the staff must address a waiting customer by name at least twice a minute. Every time the staff addressed the customer by name they made an eye contact. The personal touch and the brand image simply followed. M. S. Jayaraman Letters to the editor and contributions can be sent by e-mail to:bleditor@thehindu.co.in
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