Tag Archives: marketing

Why Customer Service is actually important

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You’ve probably had this happen: you’re standing around an item you have a question about, looking for a salesperson. You then walk around, but are still unsuccessful. If you finally get one, they’re rude and unhelpful, and you walk out the store feeling much worse than when you can in.

Luxury brands have long understood the benefits of good customer service (it’s partially what you’re paying for), but recent high-profile cases have taken traditional “middle-market,” not known for its customer service, and changed the rules. One of these, is of course Zappos, the online shoe retailer.

But if you’re still curious as to how it translates to business,  I can offer first-hand experience. For two years I worked for an upscale sportswear and sporting goods company in Toronto, who’s main mantra was customer service. In a crowded market, with Holt Renfrew squeezing from the top and Sport Chek from the bottom, customer service was really the point of difference, and they had extra training for employees to ensure this. They always tell the story of the day they took back a toaster (they have NEVER sold toasters). I had many customers tell me explicitly that customer service was one of the reasons they kept coming back.

Marketing Sports Cars to Women

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Why is it that most sports car companies are overlooking or deliberately avoiding women as a potential customer?

While the exact statistics are unknown, approximately 90% of sports cars are purchased by men. This would seem to give sports car manufacturers a reasonable excuse for not marketing to women (“they’re not interested” or “they’re not our target market”), however I believe that that is simply coping out on their part, and sports car companies are missing an important market.

What these companies need to change is their approach. In my research, I found that 65% of new cars (generally) are bought by women, and even for traditionally masculine cars purchased by men, 20% cited a compromise with their wife or girlfriend as an influence.

Women tend to be more practical-minded, being more interested in a car that can be used daily, and they also tend to be more cautious drivers. Therefore sports car companies should promote features such as comfort in addition to the car’s 0-60 mph time. Mercedes noted that the majority of its SLK class (a convertible) customers were women, usually young professionals with purchasing power and no serious attachments. Sports car manufactures shouldn’t patronize women, but they should be aware that their concerns are different.