Four Seasons Tops in Engagement
For a company whose guiding principle is the Golden Rule, it's paying off with customers. According to a study of
10,000 consumers by PeopleMetrics, The Four Seasons hotel chain ranks first for positive customer engagement, followed by
J. Crew, Merrill Lynch, and Texas Roadhouse.
The study looked at 100 brands across four sectors (Hotels, Retail Stores, Banking and Casual Dining) and
ranked customer engagement based on feedback from approximately 10,000 customers throughout the United States.
Engaged customers, according to PeopleMetrics, promote the company or brand, intend to return in the future, go
out of their way to do business with the company, and feel passion, even love, for the brand and experience.
Overall, the study also found that companies with more engaged customers outperformed those with less-engaged
customers in terms of gross margin, earnings per share, and return on equity.
-- Elizabeth Glagowski
INSIDE ACCESS: READER FEEDBACK >
Re: When Products and Customers Collide
Issue Date: February 25, 2008
I totally agree with the suggestions made in this article. That's the reason why National Geographic Channel HD
has been so successful in Singapore and Hong Kong. The bulk of the marketing communication focuses on the
differences between SD and HD and all the tech jargons. Remember, we're moving consumers along the technology
continuum. While HD is not a disruptive technology, it represents a major investment on the part of the consumer
to upgrade their viewing experience.
National Geographic Channel Asia
I believe that a great majority of companies do an excellent job of putting needed information in the customers'
hands. At some point, customers must take responsibility for learning about the products and how to use them
correctly. America has enabled generations of citizens who take no responsibility regarding the proper use of
items they buy; a lawsuit has replaced the consumer's own accountability. When people need directions and cautions
written on a bar of soap, something has gone too far.
I have had the benefit of speaking at various digital events to other printers and there is a statement that I often make that clarifies the response I have regarding of either educating or not educating our customers and that is "My
customers don't know what they don't know!" What I mean by that is that I feel it is my responsibility to be the
"educator" because it enables me to stay on top of my game not as a printerbut as a marketer who provides
print services! There is a huge difference in how that is perceived.
Consequently while it is great that my customers stay on top of all that goes on in marketing today; it is my
responsibility and my business to do so for them. Otherwise, I have no differentiating factor and that is not a good spot to be in.
ImageMark Business Services
Gastonia, North Carolina
*Letters may be edited for space or clarity.