I asked forty Millennials to tell me–in their opinion–which brand provided the BEST customer relationship management (CRM). I framed CRM in terms of delivering superior customer value and satisfcation. The results are illustrated in the world cloud below.
Kudos to Apple, Starbucks, and McDonald’s for providing excellent customer service to Millennials. So what’s their secret? What are these brands doing that make customers so happy to part with their money? According to the respondents, the one thing all these brands have in common is that they essentially provide “service with a smile.” This makes sense, doesn’t it? When we buy things from in a store (be it a large, one-time purchase or small yet frequent ones) for many of us exchanging our money for something of value isn’t enough; we need the experience to be an enjoyable one as well. This will make even more sense once I show you which brands the respondents felt had the worst CRM. A company that trains its employees to do “face time” properly will come away with customers that are happy to part with their money in exchange for something of value, especially when there is a choice among competitors. In the case of Apple, Starbucks, and McDonald’s, the “something of value” is both the product and the buying experience.
I'm a marketing professor at George Brown College in Toronto, Canada. Past Vice President and President of Caroline Co-op in Ward 28, where I live and work.
I have a PhD in sociology from the University of Waterloo.