In The Grocery Chain That Shouldn't Be, Fast Company, February, 2004, The unlikely, but successful, strategy of Trader Joe's is discussed, and it turns out that the success shouldn't be surprising at all.
We know that value is in the eye of the beholder. It has also become apparent that the way customers are treated by businesses is often as important as what they are purchasing. New Rules: Why Values Beat Value, Fast Company, 6/2001, provides an interview with Ryan Mathews, coauthor of the book "The Myth of Excellence. In the interview, different views about what customers value are presented.
In a customer interaction that can be as complex as providing investment advice, it should be no surprise that customers would want to communicate in their first language. Speaking the Customer's Language--Literally, Business Week, 9/25/2000, describes how adapting to the customs of ethnic groups is simply a means of meeting all customer expectations. This article summarizes efforts being made in the financial services industry.
