AUSTRALIAN BUSINESSES STRUGGLE TO EMBRACE SERVICE AS A MARKETING TOOL I have noted previously that service is a potential strategic competitive advantage. In Australia, part of the reason for this is the dreadful standard of service offered by our local businesses. While many talk about service and claim to offer ‘superior service’, very few define […]

AUSTRALIAN BUSINESSES STRUGGLE TO EMBRACE SERVICE AS A MARKETING TOOL I have noted previously that service is a potential strategic competitive advantage. In Australia, part of the reason for this is the dreadful standard of service offered by our local businesses. While many talk about service and claim to offer ‘superior service’, very few define what is superior about their service, and still fewer offer service that is superior in any way. Most often, the service is of a lower standard than that I experience overseas. I went to a bakery in Bridgetown (a WA country town). I was the only customer in the store and the abundance of stock at 4.00 on a Sunday afternoon told me that business was not as good as it might have been. I selected a muffin and bottle of soft drink. I then presented my selection to the shop assistant along with my…