Inrecentyears,Israeliconsumershavegrownmoredemandingasthey’vebecomewealthierandmoreworldly-wise.Foreigntravelisanationalpassion;thissummeralone,onein10citizenswillgoabroad.Exposedtohigherstandardsofserviceelsewhere,Israelisarereturninghomeexpectingthesame.Americanfirmshavealsobegunarrivinginlargenumbers.ChainssuchasKFC,McDonald’sandPizzaHutaresettinganewstandardofcustomerservice,usingstrictemployeetrainingandconstantmonitoringtoensurethefriendlinessoffrontlinestaff.EventheAmericanhabitoftellingdepartingcustomersto“Haveaniceday”hascaughtonalloverIsrael.“Nobodywakesupinthemorningandsays,‘Let’sbenicer,’”saysItsikCohen,directorofaconsultingfirm.“Nothinghappenswithoutcompetition.”Privatization,orthethreatofit,isamotivationaswell.MonopoliesthatuntilrecentlyhavebeenfreetotaketheircustomersforgrantednowfearwhatMichaelPerry,amarketingprofessor,calls“therevengefulconsumer.”WhenthegovernmentopenedupcompetitionwithBezaq,thephonecompany,itsinternationalbranchlost40%ofitsmarketshare,evenwhileofferingcompetitiverates.SaysPerry,“Peoplewantedrevengeforalltheyearsofbadservice.”Theelectriccompany,whosemonopolymaybeshort-lived,hassuddenlymoppedrequiringuserstowaithalfadayforarepairman.Now,appointmentsarescheduledtothehalf-hour.ThegracelessElAlAirlines,whichisalreadyatauction,hasrestraineditsemployeestoemphasizeserviceandisboastingabouttheresultsinanadcampaignwiththeslogan,“Youcanfeelthechangeintheair.”Forthefirsttime,praiseoutnumberscomplaintsoncustomersurveysheets.4.TheexampleofElA1Airlinesshowsthat________.
A
revengeful customers are a threat to the monopoly of enterprises
B
an ad campaign is a way out for enterprises in financial difficulty
C
a good slogan has great potential for improving service
D
staff retraining is essential for better service
