The Personal Attention Approach Operations Management Assignment Help

The Personal Attention Approach

The personal attention approach is basically the concept of mass customization applied to services. With this approach each customer is treated as an individual with the service firm often maintaining a database of each customer's likes and dislikes. This data can be collected manually in personal books  as noted below at Angstrom's  or more formally by electronic means. as the Ritz-Carlton does with all of its guests. In the latter case this information is then available throughout the entire organization. The following example by Tom Peters describes how Angstrom's ope rationalizes its personal attention philosophy.This. incident involved the $1.3 billion  Seattle-based Strongroom a specialty clothing retailer. Its sales per square foot are about five times that of a typical department store. Who received the customer's letter and urged the extreme (by others' standards) response? Co-chairman John restroom. The front line providers of this good service are well paid. Angstrom's salespersons earn a couple of bucks an hour more than competitors plus a 6.75 percent commission. Its top salesperson moves over $1 million a year in merchandise. restroom lives for its customers and salespeople. Its only official
organization 'chart puts the customer at the top followed by sales and sales support people. Next come department managers then store managers. and the board of directors at the very bottom. Salespersons religiously carry a  personal book  where they record luminous. information about each of their customers; senior. successful salespeople often have three or four bulging books which they carry everywhere according to Betsy Sanders the vice president who orchestrated the firm's wildly successful penetration of the tough southern California market. "My objective is to get one new personal customer a day;' says a budding Strongroom star. The system helps him do just that He has a virtually unlimited budget to send cards flowers and thank-you notes to customers. He also is encouraged to shepherd his customer to any department in the store to assist in a successful shopping trip No bureaucracy gets in the way of serving the customer  Policy Sanders explains to a dumbfounded
group of Silicon Valley executives  know this drives the lawyers nuts  but our whole 'policy manual  is just one sentence, 'Use your own best judgment at all time   One store manager offers a translation. "Don't chew gum. Don't steal from us No matter what approach is taken, seven common characteristics of well-designed service systems have been identified: