Today, our customers have many ways to attain us to request service or buy our products and services. The increase in social media marketing usage and number of sites available to attain us has managed to get easier for our customers to offer us feedback. What it’s done is improve the bar, raise our customers’expectations while they relate solely to response time, how fast we react to their needs, questions, issues and concerns. We could manage the customer experience, irrespective of how we communicate with them, by creating and implementing a customer care plan aligned with your business management and growth plans.
In their seminal article on the link between service and profit, “Putting the Service-Profit Chain to Work”, the Harvard Business Review authors found that a five percent increase in customer loyalty gets the potential to deliver a gain increase of between twenty-five and eighty-five percent. This really is significant. Why wouldn’t every organization seek to construct a customer care plan and process that increased their profit? The businesses cited by these authors could actually increase their profits, not just by improving the level of customer care they provided, but by improving how many 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 item or service. And they organize themselves into cross-functional teams where team members understand the objective of the organization Telus customer service practice behaviours and implement actions necessary to help 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, inside 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 these case studies show traditional customer care measurement tools don’t deliver because the outcome may not make it back to leading line employees in a timely fashion. These studies also identified that companies will not be able to… “achieve or sustain high customer loyalty with no cadre of engaged employees.”
So just how do we, as business leaders and managers, develop 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 enhance our customer relationships and build customer loyalty?
We could try this by creating a customer care plan, a customer care plan that is a built-in section of our business plan where we identify the customer market we must develop to increase loyalty and drive up profits.
We’ve conducted our personal research on customer care excellence with thirty Canadian organizations and, consequently with this research, we created the’Customer Satisfaction Practices Continuum’- a design for evaluating the customer service level 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 necessary actions to maneuver to the next, far better stage. This allows 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 level of customer care they feel is appropriate. Building customer loyalty could be expensive if investment in methods and action plans outstrips anticipated revenue. Customer care excellence isn’t about meeting every customer need but rather identifying those customers with whom we are able to build a connection and providing our employees with the data, tools, processes and systems they have to continue steadily to nurture these relationships. This will result in customer referrals, the very best and most affordable approach to all.
In the end, it is focused on growing the business enterprise and driving up profits. One of the greatest ways to get this done is to develop relationships between your employees and your web visitors as the study clearly shows that customer loyalty is indeed certainly one of the most truly effective ways to drive up revenues and increase profit.