The Recommendation Cluster

Colin Shaw

Chapter 6 in The DNA of Customer Experience, 2007, pp 86-104 from Palgrave Macmillan

Abstract: Abstract I recently bought a new car. I knew exactly the car I wanted and there are three dealers within easy reach of my home. I began the task of visiting all the dealers to see what they had on offer. My first visit was to the dealer I bought my last car from. For those of you who read our last book you will know that they annoyed me during one of my car services and I wasn’t really predisposed to giving them any further business. My visit to them just confirmed this. The second dealer was all over me. I hated it as she didn’t leave me alone and I felt under pressure. With the third dealer, because of my last experience, I managed to stay out of the way of the salesman; it was a bit like playing hide and seek! I looked at the car I wanted, checked out the leg room, and so on, and decided that this was the one for me. The only decision now was what dealer and what price. This is where I passed the responsibility over to David Ive, our CFO. As the car was in short supply, none of the dealers would negotiate on price which created a very equal playing field, with price taken out of the equation. David was impressed with the dealer based in Milton Keynes, and his contact Peter. He decided to put a deposit down with them.

Keywords: Call Centre; Customer Relationship Management; Customer Loyalty; Service Recovery; Customer Experience (search for similar items in EconPapers)
Date: 2007
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DOI: 10.1057/9780230210813_6

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