Today, our customers have many ways to reach us to request service or buy our products and services. The upsurge in social media usage and quantity of sites available to reach us has made it much simpler for our customers to provide us feedback. What this has done is improve the bar, raise our customers’expectations because they relate to response time, how quickly we react to their needs, questions, issues and concerns. We could manage the consumer experience, regardless of how we communicate together, by creating and implementing a customer service plan aligned with your business management and growth plans.
Inside their seminal article on the web link between service and profit, “Putting the Service-Profit Chain to Work”, the Harvard Business Review authors found a five percent upsurge in customer loyalty gets the potential to deliver a profit increase of anywhere between twenty-five and eighty-five percent. Telus webmail outage This really is significant. Why wouldn’t every organization seek to construct a customer service plan and process that increased their profit? The firms cited by these authors could actually increase their profits, not merely by improving the amount of customer service they provided, but by improving the amount of 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 purpose of the corporation, practice behaviours and implement actions necessary to keep customers loyal. This’ownership mentality’encourages team members to construct 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 results of the case studies show traditional customer satisfaction measurement tools don’t deliver because the outcome may not ensure it is back again to the leading line employees in a reasonable fashion. These studies also identified that companies won’t be able to… “achieve or sustain high customer loyalty with out a cadre of engaged employees.”
So how can we, as business leaders and managers, develop a better customer service 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 enhance our customer relationships and build customer loyalty?
We could try this by building a customer service plan, a customer service plan that is a built-in part of our business plan where we identify the consumer market we have to develop to improve loyalty and drive up profits.
We’ve conducted our own research on customer service excellence with thirty Canadian organizations and, as a result of the research, we created the’Customer Satisfaction Practices Continuum’- a product for evaluating the consumer service level of the corporation (or any unit within 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 is able to quickly assess their position on the continuum and decide whether, they wish to implement the necessary actions to move to another location, more efficient stage. This permits business leaders and managers to balance customer service with profitability and build a customer service plan aligned making use of their business direction and goals with the amount of customer service they think is appropriate. Building customer loyalty can be expensive if investment in methods and action plans outstrips anticipated revenue. Customer service excellence is not about meeting every customer need but instead identifying those customers with whom we could build a connection and providing our employees with the info, tools, processes and systems they should continue steadily to nurture these relationships. This will result in customer referrals, the best and least expensive approach to all.