Customer Relationship Management policy changes staff behaviour

Although HBC, a Canadian retailer had a strategy of giving courteous treatment to customers returning goods, secret shoppers reported that customers were actually being treated badly when trying to return goods. The company determined that because staff were protective of and wanted what was best for HBC, they treated attempts to return goods with suspicion. Recognising that a culture of trust was essential in bringing customers back to its stores, management conducted a series of small group se...

BPIR Categories

1.3.1 Build customer relationships
7.2.1 Provide post-sales service
7.3.2 Manage customer complaints