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 amount of sites available to reach us has managed to get much easier for the customers to give us feedback. What it’s done is raise the bar, raise our customers’expectations while they relate with response time, how fast we respond 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 care plan aligned with your business management and growth plans.
Within 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 upsurge in customer loyalty has the potential to provide a profit increase of anywhere between twenty-five and eighty-five percent. That is significant. Why wouldn’t every organization seek to construct a customer care plan and procedure that increased their profit? The companies cited by these authors were able to increase their profits, not just by improving the amount of customer care they provided, but by improving the number of loyal customers they serve. 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 item or service. And they organize themselves into cross-functional teams where team members understand the purpose of the organization, 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 own customers.
Bain and Company, in 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. Telus webmail outage The outcomes of the case studies show traditional client satisfaction measurement tools don’t deliver because the outcomes might not allow it to be back once again to the leading line employees in an appropriate fashion. These studies also identified that companies will not find a way to… “achieve or sustain high customer loyalty with out a cadre of engaged employees.”
So just how do we, as business leaders and managers, create a better customer care experience? So what can we take from the study shared by the Harvard Business Review authors and Bain and Company researchers that will help us to boost our customer relationships and build customer loyalty?
We could do this by building a customer care plan, a customer care plan that is an important element of our business plan where we identify the consumer market we must develop to boost 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 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 want to implement the necessary actions to go to the next, more effective stage. This allows business leaders and managers to balance customer care with profitability and build a customer care plan aligned with their business direction and goals with the amount 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 isn’t about meeting every customer need but rather identifying those customers with whom we could build a relationship and providing our employees with the info, tools, processes and systems they need to continue steadily to nurture these relationships. This can lead to customer referrals, the best and least expensive way of all.