The conclusion from a study by market research consultants was: ‘This organisation compares unfavourably on empathy and reliability’.
What action can be taken? What do customers mean by ’empathy’? What do they mean by ‘reliability’? It may not be the same as managers think they mean.
What did this research cost? Nothing can be done without more research.
It is common to use third parties to conduct research amongst customers. Managers think it is the ‘professional’ thing to do. The use of third parties should be avoided.
Service is a relationship, between you and your customer.