Inside Asian Gaming

INSIDE ASIAN GAMING DECEMBER 2017 88 KEEN OBSERVATIONS D URING the 1980s, we all came to know of the legendary service that was provided by the giant retailer Nordstrom, founded in 1901 by John Nordstrom who believed that success would come only by offering customers the very best service, selection, quality and value. After going public in 1971, the company was recognized as the largest volume fashion specialty store on the west coast of the US. Nordstrom had earned a reputation for personalized service and creating a unique shopping experience by having grand pianos in their stores – quite often manned by a pianist during peak hours. Contrast that image to how service has been reconfigured to almost eliminate the quality of service delivery at the food giant McDonald’s, where you may have to approach an order entry terminal to enter your choice before submitting your ticket at the order counter to pay and being directed to another counter to collect your meal – again by self-service pick-up once a screen tells you that your food is ready. This process basically eliminates the opportunity for customers to check their order or for staff to welcome the customer and thank them for visiting. While some food giants like McDonald’s, which came in at number 436 on the Fortune Global 500 list last year with over US$24 billion in sales revenue, have chosen to use self-service kiosks, others are heading in a different direction. In his latest column for IAG , Dr Brian To looks at contrasting approaches to customer service and the benefits of giving customers a unique experience. Professor Dr Brian To is a global strategist and senior practice professor with over six advanced degrees in business, management, policy, Chinese business and managing change. He consults to several Asian governments and militaries, Fortune 500 corporations and ultra-high net worth individuals and their family-owned businesses in Asia and North America. Brian presently coaches several country leaders, corporate CEOs and entrepreneurs focused on personal and professional effectiveness and revenue expansion strategies. He can be contacted at bto@post.harvard.edu By Professor Dr Brian To Service strategy that works?