It isn’t nice, but I rarely stay on the line to answer the “brief” surveys that companies ask you to take after speaking to a customer service representative. Usually, the survey isn’t so brief and it’s tedious to respond to ranking questions.
But, on a recent call to Delta Airlines, I was asked to answer one question. I was intrigued — what was the question? — so I stayed on the line and it was this: “Would you hire the last person you spoke to at Delta Airlines?” Read More→
If you’ve read my blog for any length of time, you’ll know that until last year I was a dyed-in-the-wool New Yorker. There are things that make New York unique, such as the Statue of Liberty, the New York Yankees — and Jewish delis: Katz’s, the Carnegie, and the 2nd Avenue Deli, to name just a few.
The are renowned for the lines of customers waiting to order pastrami on rye, please, or a bagel with a schmeer (cream cheese). But what distinguishes these delis is an intimate knowledge of their customers. They know who their customers are and what they want. Read More→
Richard J. Mast
A few weeks ago I was in Bloomingdale’s when a friendly young store employee approached me to ask if he could help. I wasn’t obviously shopping at the moment so I asked him who he was and learned he was Bloomingdale’s Director of Customer Loyalty, a new position in New York. This led to the following personal interview about the store’s robust customer loyalty program with Richard J. Mast, Senior Vice President and General Manager of Bloomingdale’s 59th Street in Manhattan. Mr. Mast discusses how understanding and responding to customer needs engenders customer loyalty and satisfaction.
Why did Bloomingdale’s create the Director of Customer Loyalty position? Is it part of a corporate branding program?
If you’re in the retail business you know that satisfied customers will continue to shop with you. So it’s our responsibility to enhance the customer experience. We’ve had employees assigned full-time to customer loyalty for several years. There are four Managers of Customer Loyalty in the Manhattan store but we decided to strengthen the structure by appointing a Director of Customer Loyalty with the other MCL’s reporting to him.
What are the responsibilities of this position and who does the Director report to?
The role of the Director of Customer Loyalty is to interface with the senior executives in charge of ready-to-wear, Men’s Young World, the Home Store, Fine Jewelry and other departments. They tell the Director what they need and what customers want, and then these needs are translated to the MCLs assigned to these departments who then implement the actions to be taken. Read More→