Customers often pose unique challenges by asking questions which do not seem relevant. However, experienced and well trained customer servicing personnel can derive business intelligence out of such questions and answer in ways that will only enhance the customers’ experience. As an example, we can quote the case at one of Disney’s theme parks, where guests frequently ask the seemingly banal question on timing of the three pm parade. The staff members instead of answering the obvious, go to lengths to appease the customers by instead giving theme exact details of positions the parade will take up during various stages and vantage points from where ideal views can be witnessed. This service the cast members are able to provide due to the extensive insights the theme park has derived since opening up more than four decades back.

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