Today, our customers have many ways to attain us to request service or buy our products and services. The upsurge in social media marketing usage and amount of sites available to attain us has made it much easier for our customers to give us feedback. What this has done is enhance the bar, raise our customers’expectations because they relate genuinely to response time, how fast we react to their needs, questions, issues and concerns. We can manage the consumer experience, regardless of how we communicate with them, by creating and implementing a customer care plan aligned with this business management and growth plans.
Inside their seminal article on the hyperlink between service and profit, “Putting the Service-Profit Chain to Work”, the Harvard Business Review authors found that a five percent upsurge in customer loyalty has the potential to provide a gain increase of anywhere between twenty-five and eighty-five percent. This really is significant. Why wouldn’t every organization seek to create a customer care plan and process that increased their profit? The firms cited by these authors could increase their profits, not just by improving the degree of customer care they provided, but by improving the amount of loyal customers they serve. Telus webmail down They do 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 business, practice behaviours and implement actions necessary to help keep customers loyal. This’ownership mentality’encourages team members to create relationships with the selected customers and treat them as their very own customers.
Bain and Company, inside their use 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 these case studies show traditional client satisfaction measurement tools don’t deliver because the outcomes might not ensure it is back once again to the front line employees in a timely fashion. These studies also identified that companies won’t find a way to… “achieve or sustain high customer loyalty without a cadre of engaged employees.”
So how can we, as business leaders and managers, develop a better customer care experience? Exactly what do we take from the study shared by the Harvard Business Review authors and Bain and Company researchers that can help us to improve our customer relationships and build customer loyalty?
We can do this by creating a customer care plan, a customer care plan that is an integrated section of our business plan where we identify the consumer market we have to develop to improve loyalty and drive up profits.
We have conducted our own research on customer care excellence with thirty Canadian organizations and, consequently with this research, we created the’Customer Satisfaction Practices Continuum’- a style for evaluating the consumer service degree of the business (or any unit in a 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 want to implement the mandatory actions to go to the next, more efficient stage. This enables business leaders and managers to balance customer care with profitability and build a customer care plan aligned making use of their business direction and goals with the degree 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 can build a connection and providing our employees with the data, tools, processes and systems they have to continue to nurture these relationships. This can lead to customer referrals, the best and most inexpensive approach to all.