If newspapers can
deliver what their customers consider
excellent service, then
Reader Behavior Scores (greater time, frequency, completeness) will
rise. But the bar is set very high.
In terms of their
customers' current satisfaction with service, most newspapers already
have a high rating. The industry average is 4.25 on a 5-point scale
as the chart at right shows. Note that incremental improvements in service
below 4 on the scale have limited impact on Reader Behavior Scores.
It's only when newspapers make improvements in what their customers
concede already is good service do we see substantial improvements in
Yet the potential
to drive readership is also high. The RBS line moves up sharply with
service that exceeds the current industry average.
If service excellence
improves readership, the next step is to understand what "excellent"
service looks like. In this section you will find what the 10 impact
newspapers with the highest customer service scores do differently from
their peers, and which readers are most sensitive to service issues.
High Potential Service Areas
See which components
of service have the greatest potential to grow readership.
The Baltimore Sun's "Legendary" Customer
Service - PowerPoint
a presentation on the Baltimore Sun's
approach for achieving service excellence.