Today, our customers have many ways to achieve us to request service or buy our products and services. The upsurge in social networking usage and number of sites available to achieve us has caused it to be much easier for our customers to give us feedback. What this has done is raise the bar, raise our customers’expectations as they connect with response time, how fast we answer their needs, questions, issues and concerns. We are able to manage the customer experience, irrespective of exactly how we communicate using them, by creating and implementing a customer service plan aligned with this 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 the five percent upsurge in customer loyalty gets the potential to supply a profit increase of anywhere between twenty-five and eighty-five percent. That is significant. Why wouldn’t every organization seek to create a customer service plan and process that increased their profit? The companies cited by these authors were able to increase their profits, not just by improving the amount of customer service they provided, but by improving the number 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 goal of the organization, practice behaviours and implement actions necessary to 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, within 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 outcomes of their case studies show traditional client satisfaction measurement tools don’t deliver because the outcome might not allow it to be back once again to the front line employees in a timely fashion. Telus webmail down These studies also identified that companies will not be able to… “achieve or sustain high customer loyalty without a cadre of engaged employees.”
So just how do we, as business leaders and managers, produce a better customer service experience? What can we take from the study shared by the Harvard Business Review authors and Bain and Company researchers that will help us to improve our customer relationships and build customer loyalty?
We are able to try this by creating a customer service plan, a customer service plan that’s a built-in section of our business plan where we identify the customer market we need to develop to increase loyalty and drive up profits.
We’ve conducted our personal research on customer service excellence with thirty Canadian organizations and, consequently of the research, we created the’Customer Satisfaction Practices Continuum’- a style for evaluating the customer service amount 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 is able to quickly assess their position on the continuum and decide whether, they wish to implement the required actions to go to another location, more effective stage. This enables business leaders and managers to balance customer service with profitability and build a customer service plan aligned with their business direction and goals with the amount of customer service they think is appropriate. Building customer loyalty may be expensive if investment in methods and action plans outstrips anticipated revenue. Customer care excellence is not about meeting every customer need but instead identifying those customers with whom we can build a connection and providing our employees with the information, tools, processes and systems they should continue to nurture these relationships. This can lead to customer referrals, the most effective and most inexpensive way of all.