Not long ago, I was asked to review a market plan for a new company that had obtained interim financing which would enable them to do some marketing that would take them to the next level of their business plan.

The plan had most of the bases covered: advertising, promotion, public relations, trade shows, community involvement. Dollars and staff had been committed to all of these areas.

There was, however, one gaping hole. Nowhere was there any mention of customer service in the proposal. Upon pointing this out, I was told that the "system" was so complete there would be no need to have a separate department devoted to service. They were convinced that the high quality of their product would negate the need for more than a minimal effort aimed at service.

I continue to be amazed by companies who are totally convinced that their products and systems are so good that they will have no problems with customers.

This is the attitude that created havoc in the domestic auto industry in the '70s and '80s. Could the loss of market share been avoided had the car companies provided a mechanism for their customers to express their concerns and listened to what they had to say? Many of the marketing folks felt that one-way communication via advertising and hype would be all that was needed to overcome poor quality, poor service and ensure success. The rebound in the industry, I think, is a direct result of listening to customers and giving them what they request. Shouldn't it be as easy to get information as it is to get product?

During the Christmas shopping season, I went to a local catalog showroom. I was greeted by a young lady who asked if I was familiar with their store and the ordering system. She explained their easy selection and ordering procedures and I was on my way. I found the system was user-friendly, quick, and gave me a chance to make inquiries and mistakes without having to start the whole process over if I goofed. I was able to find the merchandise I wanted and proceed to the checkout area where I was quickly accommodated by the cashier who took my payment, thanked me for shopping at the store and informed me that my purchase would be available soon and I should step to the service area. I felt good about the process.

My feelings were about to change. As I entered the service area, I found myself with many other formerly good feeling customers who had quickly lost their good feelings. The service area was staffed by three, young, poorly-trained (and I'm sure poorly paid) unsmiling and abrasive people who just didn't seem to care about me or their employer. This did not fit with the rest of my experience.

I left the store with my purchase, shaking my head. Why would a company spend much time, money and effort to get someone into the store, help them through the system with great ease and then blow the whole image with the last impression... the one the shopper will take home? All the marketing expenditures are wasted because poor customer service is the lasting impression.

I would like to think this is an isolated incident... Unfortunately we all know that it isn't. Go to many large volume general merchandise stores and you will quickly find that trying to get an answer to a question that doesn't fit the norm will quickly be ignored or in many cases met with a disgusting look and curt answer.

One needs only to look at companies like Nordstrom's, the Disney organization and the revitalized domestic auto industry to see just how a strong commitment to service not only supports a well thought out marketing plan, but dramatically impacts the bottom line.