Customer Care as Key Element of Business and Career Triumph
Where Success Begins
Atton Institute unique and highly useful book

VII. Conclusion: Customer Care Best Practice and Customer Loyalty

What is success?

By most accounts, success is defined as obtaining wealth, favor or a superior position – but in fact, success is a continuous process of maintaining happiness for long periods of time. In business, success is defined by most leading entrepreneurs as the freedom to create and help others to achieve success, which is an ever-moving target.

If business success is the freedom to be creative, then a business or a company is the context in which people create, innovate and develop. A company that understands this crucial aspect of success has great chances of committing to and developing a customer care best practice.

Customer care best practice is a complex process that involves the internal and external interactions of a company. The internal interactions refer to the top levels, the employees and the business partners, while the external interactions refer to clients and competitors. Customer care best practice gives each of these stakeholders the chance to be treated fairly, openly, and with honesty. It’s a roundtable where business owners, employees and clients are invited to discuss what makes them happy.

Since successful customer service involves these three parts (business owners, employees and clients), it implies caring for the wellbeing of all of them. The golden rules we presented above create a best practice in customer care based on the principles of transparent dialogue, creativity, innovation and listening.

Achieving a best practice in customer care actually guarantees a continuation and development of the business world. If businesses lose many clients, then they will go bankrupt and soon disappear from the map.

When we look at the cases in which a business was created from the need of a consumer, we understand that the business world is highly dependent on excellent customership. Many start-up companies have been founded by consumers who couldn’t find what they were looking for on the market, so they decided to create a business to help other consumers who were looking for the same product or service.

The dependency of businesses on clients is unquestionable. This leads to another important feature of the business world: customer loyalty. Practically speaking, it is more profitable to maintain current clients than to win new ones, so obtaining customer loyalty is a wise investment tool. Socially speaking, customer loyalty creates a powerful network of creative dialogue which innovates and improves global business services. If businesses had to constantly gain new clients, they would lose great insights about their services and experience huge budget fluctuations; this would create a chaotic market which in the end wouldn’t satisfy consumers’ needs.

Developing a customer care best practice guarantees customer loyalty and therefore encourages the growth of the financial and social interactions of communities at a local and global level. Due to customer loyalty, companies have the chance to grow and push political boundaries, achieving independence in trade and social services. To the uninformed, a company’s customer service system may seem like a small and fairly insignificant piece of the global economy, but in actuality it is the most important piece.