Tuesday 12 December 2017

Review: 'Crowning the Customer; How to Become Customer Driven' by Senator Feargal Quinn

Thomas Molloy

THIS is an engrossing and informative book by Feargal Quinn that has recently been reissued by O'Brien Press.

There can be few people not familiar with the impish and energetic supermarket manager and even fewer who did not shop in one of his stores at some stage before he wisely sold out close to the top of the market.

This book has sold 50,000 copies here and has been translated into half a dozen languages, which is a testament to its readability and the universal importance of good customer care.

The housewives' favourite appears to be one of those rare authors; somebody who has made a pile of money and now wants to help the country and people in business by showing them how to do the same. Shaw's old adage that those who can do and those who can't teach does not apply here.

There is something old fashioned about this desire to serve both in the Senate and in his shops where he famously packed bags once a week and it is this that sets Quinn apart from most other business writers.

Quinn's book is about ethics and values, although he is rarely explicit. Some of these values come from the 1950s when Quinn was born but mostly it seems to be innate.

The desire to serve sets Quinn apart from many other business people and the theme is well explored along with related topics such as customer panels and dealing with complaints.

Those who have read Julian Richer's book about the eponymous chain of hi-fi stores will be struck by how different Quinn and Richer are while sharing almost identical philosophies. It is hard to imagine a better introduction to retailing than a close study of these two books.

The book, originally written as a training manual of sorts for Superquinn workers, has a laser-like focus on customers, makes its points clearly, and then stops. Highly recommended.

Indo Business

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