Usman Ghani (March 13, 2014)
Creating brand loyalty and retaining customers can be a challenge. The choices available to customers are growing by the second which puts businesses under pressure to perform. It turns out that the customer doesn’t need the business anymore but the business needs the customer really! Hence, providing quality customer experience has become a necessity for every company.
Top management needs to focus on creating an end to end customer journey and that too across all departments. Customers must be delivered outstanding service at every touch point and interaction they have with the company. The journey can consist of different interactions with the customer, from gaining information about a product or service, to purchasing it and post-sales services. The experience while making a call to the customer care center, being greeted well at the front desk or getting free delivery, gift vouchers or coupons, are all part of the customer’s journey.
Businesses need to have an aligned theme on how to communicate with the customer and have clear policies and rules on how to serve the customer, creating consistency every time and along every interaction.
For example a bank operating with multiple branches, must ensure that all branches follow the same customer service strategies and are consistent in their service every time. The concept of clusters of interaction is growing and customers are on a lookout to combine these interactions together to create a cumulative understanding of an experience instead of judging each interaction on an individual level.
Also data on a customer should be shared through all branches of a company, so representatives can access the profile of the customer and serve him or her accordingly.
The goal of a company’s top management should be to create a customer service team that promises to please the customer and make him or her the center of the interaction. A customer who has a positive experience with the company and feels valued will surely return to the company.
A positive experience with a business leads to the customer putting his or her trust in the company, which results in customer loyalty and customer retention. It is essential to win the heart of the customer, making him feel that no matter what happens, you will always be there with a solution because you care.
Management needs to research and evaluate the loopholes in the service provided and also assess negative experiences that are likely to happen and fix them in advance. It is always difficult to erase a negative experience from the mind of a customer.
It is vital for every company to build customer-centric strategies which focus on the needs of the customer and improves their experience with the company.
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