Abstract:

For their eventual performance, many organisations rely hugely on the way in which client contact takes shape, i.e. on the shop floor, with a crucial role for the shop floor employee. Does the shop floor employee seize every opportunity to offer further products or services? Does he/she have adequate knowledge about the organisation's products or current campaigns? Do all staff/branches work alike? Is staff sufficiently aware of the way in which they ought to serve their clients? There is room for an instrument that charts the extent to which the central commercial strategy is put into practice on the shop floor, next to the widely used measurement of customer and employee satisfaction. We cannot fully grasp the development of customer loyalty if we don't have sufficient knowledge of the extent to which the commercial skills as used in client contacts are up to scratch.