Today, our customers have many ways to reach us to request service or buy our products and services. The escalation in social networking usage and number of sites available to reach us has managed to get much easier for the customers to provide us feedback. What it has done is raise the bar, raise our customers’expectations as they relate with response time, how quickly we respond to their needs, questions, issues and concerns. We are able to manage the consumer experience, irrespective of how exactly we communicate using them, by creating and implementing a customer care plan aligned with our 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 that the five percent escalation in customer loyalty has got the potential to deliver a gain 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 businesses cited by these authors could increase their profits, not just by improving the degree of customer care they provided, but by improving how many loyal customers they serve. Telus webmail not working 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 merchandise 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 help 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, within their assist 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 care measurement tools don’t deliver because the outcomes may not allow it to be back again to the front line employees in an appropriate fashion. These studies also identified that companies won’t be able to… “achieve or sustain high customer loyalty with no cadre of engaged employees.”
So how do we, as business leaders and managers, create 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 can help us to improve our customer relationships and build customer loyalty?
We are able to do this by developing a customer care plan, a customer care plan that’s a built-in section of our business plan where we identify the consumer market we need to develop to boost loyalty and drive up profits.
We have conducted our own research on customer care excellence with thirty Canadian organizations and, as a result with this research, we created the’Customer Satisfaction Practices Continuum’- a type for evaluating the consumer service amount of the organization (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 has the capacity to quickly assess their position on the continuum and decide if, they would like to implement the mandatory actions to move to the next, 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 degree of customer care they think is appropriate. Building customer loyalty may be expensive if investment in methods and action plans outstrips anticipated revenue. Customer service excellence isn’t about meeting every customer need but rather identifying those customers with whom we could build a connection and providing our employees with the data, tools, processes and systems they need to continue to nurture these relationships. This can lead to customer referrals, the best and least expensive approach to all.