Take the example of a telecoms company, you know the one, ringing a customer at the weekend or in the evening, offering special call tariffs, dis- counts on calling certain numbers, and so on. The telephone company knows which numbers the customer calls most - it's all there in their records. They know, better than the consumer, which tariffs would suit you best. But in the name of customer service and customer relationships they call you. This is customer dis-service. Fifty per cent of consumers don't make price a priority for where and when they shop. According to the UK Henley Centre, British consumers are the least price-sensitive in Europe. Price is only one component of the value-for- money calculation shoppers make. People make decisions about where and how to purchase, not just for money and customer service, but also on "value for time".
Research done in 1998 by the UK Marketing Forum asked customers "What are you looking for from companies"? The research came up with clear and perhaps predictable answers. People wanted companies to: 1. Be honest and fair in dealings with them. 2. Be honest and truthful in advertising. 3. Provide good and consistent service. 4. Treat all customers fairly. 5. Treat all employees fairly. 6. Be open in providing details about the company. The whole concept of trust came out overwhelmingly as the one thing that customers want from companies they deal with. Any concept of a relationship with a customer must be built on trust. The Marketing Forum asked how much people trusted 25 named companies on 12 different aspects, from environ- mental issues to honesty and truthfulness in advertising. The results of their survey are below.