Winning the heart of customers

Singapore is such a convenient country. Everything is organized, clean and interconnected. People are also very disciplined. The country boasts of many attractions but since I had visited all those before, I was left to amuse myself during free time at the malls. They have malls in every corner of that little country. I went to a different mall everyday. And because their train is very efficient, it was very easy for me to get around. I ate every meal at a different restaurant. And after every hearty meal, I needed cardio in the form of shopping to balance things out.

Impress your customer

Of all the stores I visited, one stood out. It was a local fashion brand that carried one of a kind office and party dresses. The saleslady politely approached me and asked me how she could help. After telling her what I needed, she accompanied me to the correct rack and gave her recommendations. And no, she did not offer the most expensive dresses on the rack. She chose dresses that suited to the occasion I mentioned and even pointed out some that were on discount.

After trying on each dress, the saleslady was standing outside the door to check if the dress fit right. She would offer alterations and would pin the dress so I could see how it would look. After deciding on a dress, they committed to altering the dress accordingly. I asked when I could pick it up from the store. They said that since my hotel was in the same building, they could drop it off at the concierge.

Since I’m not used to this kind of customer service, I reluctantly agreed but I was worrying about whether or not the dress would really be dropped off. A day later, the dress was dropped off at the concierge. Yay! And, it fit perfectly. I was really impressed with the service they provided and how they took on additional work for their customer.

Take care of people

I remembered the store above while I was reading through the deck for this week’s class. There was a statement there that asks where the consumer’s duty to protecting their interests begin and where does the manufacturer’s duty to protect its consumers’ interests begin. For the example above, the saleslady went all the way. She took on even my responsibility to pick up the dress. Her service was a great advertisement of what their business stands for.

I think that providing outstanding goods and services is the best way to win the hearts of consumers. There should be no cutting corners. Consumers will gravitate towards companies that take care of people.

See past the bottom line

I also agree that advertising should be ethical. Again, companies have to see past their bottom line. As business leaders we have to consider what message we are sending to the community.

I don’t think that an advertisement needs to be sexed up to catch attention. A wonderful example of good advertising is the Jollibee valentine campaign this year. They told simple stories of love and captured the attention of the Philippines. There was no legs, no boobs and no booze. But the point was made and the objective achieved.

I think it’s time for businesses updates their strategies. Their consumers are getting smarter.

The author is an MBA student at the Ramon V. del Rosario College of Business.  This essay is part of a journal she keeps in fulfillment of the requirements of the course, Lasallian Business Leadership with Corporate Social Responsibility and Ethics.  Visit her blog at

The views expressed here are the author’s and do not necessarily reflect the official position of DLSU, its faculty, and its administrators. 

Topics: Winning the heart of customers

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