Today, our customers have many ways to achieve us to request service or buy our products and services. The increase in social networking usage and number of sites available to achieve us has caused it to be much simpler for the customers to provide us feedback. What it’s done is improve the bar, raise our customers’expectations as they relate solely to response time, how fast we respond to their needs, questions, issues and concerns. We are able to manage the customer experience, irrespective of how we communicate together, by creating and implementing a customer care plan aligned with this business management and growth plans.
In their seminal article on the web link between service and profit, “Putting the Service-Profit Chain to Work”, the Harvard Business Review authors found that a five percent increase in customer loyalty gets the potential to provide a profit increase of between twenty-five and eighty-five percent. This is significant. Why wouldn’t every organization seek to build a customer care plan and procedure that increased their profit? The companies cited by these authors could increase their profits, not only by improving the level of customer care they provided, but by improving how many loyal customers they serve. They try this by carefully selecting their customers, understanding and meeting these customers’individual needs and interests, and; often engaging these customers in delivery of the product or service. And they organize themselves into cross-functional teams where team members understand the objective of the organization, practice behaviours and implement actions necessary to keep customers loyal. This’ownership mentality’encourages team members to build relationships with the selected customers and treat them as their particular customers.
Bain and Company, in their work with Fred Reichheld’s concepts in his book “The Ultimate Question 2.0”, developed and implemented The Net Promoter System to measure customer satisfaction. The outcome of the case studies show traditional customer care measurement tools don’t deliver because the results might not ensure it is back once again to the front line employees in an appropriate fashion. Telus webmail not working These studies also identified that companies will not find a way to… “achieve or sustain high customer loyalty without a cadre of engaged employees.”
So how do we, as business leaders and managers, produce a better customer care experience? Exactly what do we take from the investigation shared by the Harvard Business Review authors and Bain and Company researchers that will assist us to improve our customer relationships and build customer loyalty?
We are able to try this by building a customer care plan, a customer care plan that’s an integrated element of our business plan where we identify the customer market we have to develop to boost loyalty and drive up profits.
We have conducted our personal research on customer care excellence with thirty Canadian organizations and, as a result with this research, we created the’Customer Satisfaction Practices Continuum’- a design for evaluating the customer service degree of the organization (or any unit inside an organization). This continuum outlines five stages for evaluation, each stage has three components – customer focus, measurement and environment. By completing the assessment, an organization has the capacity to quickly assess their position on the continuum and decide whether or not, they wish to implement the mandatory actions to go to another, more efficient stage. This permits business leaders and managers to balance customer care with profitability and build a customer care plan aligned using their business direction and goals with the level of customer care they feel is appropriate. Building customer loyalty can be expensive if investment in methods and action plans outstrips anticipated revenue. Customer support excellence is not about meeting every customer need but alternatively identifying those customers with whom we are able to build a connection and providing our employees with the info, tools, processes and systems they have to continue to nurture these relationships. This will result in customer referrals, the most effective and least expensive approach to all.