Chapter 5: How to Achieve the Best Results in Customer Care
If, in the past, marketing specialists and companies have tried to “educate” a certain behavior in consumers, now it’s the other way around: clients are inspiring companies to abide by a different standard of behavior – a set of principles that revolutionizes the entire business world because the focus of the business processes is different. “White lies” are no longer allowed; companies have to provide transparent, sincere customer service.
How many actually do this? Very, very few. Most companies around the world still uphold flawed customer care principles such as: ‘the client is our boss’ (hence, they burden the customer with the responsibility of telling them what to do, when, in fact, companies should be more intuitive), ‘the client is a financial entity’ (therefore, they depersonalize the act of buying and focus on monetary profit), and ‘the customer must be satisfied’ (so companies pay attention only to satisfied buyers and learn nothing from the consumer’s experience).
Why did the marketing shift happen?
The new generation of consumers is more demanding, but this doesn’t make them more pretentious, necessarily. Actually, the new customers are more informed. They know how businesses should behave, how products should benefit them and how much they are willing to pay for a certain service. Due to technological developments, they have the opportunity to obtain this information instantly. This makes them a powerful force capable of drastically impacting the dynamics of the business world. Since clients own a monopoly on the business world, it is a natural shift for companies to start paying more attention to the customers and allow clients to inspire new modifications in their business behavior.
How can companies explore the shift?
Companies should explore the shift if they want to be successful… but how? Going against the client’s will is not an option in business. Therefore, companies must align their business culture and customer service mentality with a more modern, open and flexible process.
First, companies need to start investing in employee welfare. We have taken a whole chapter in order to explain the importance of employee welfare for customer care. There is no doubt that a happy employee will convert and attract more buyers. Currently, however, most companies on the global scene do not provide proper employee training or a positive working environment.
Research is the beginning of any process. Especially when it comes to customer care, companies tend to invest in sending samples in order to receive early feedback. However, most of the time the research is insufficient and the feedback is not thoroughly analyzed.
There are many factors that contribute to the development of a positive customer care system, but most important are the ones that we’ve presented through this book: management, employees, and client service. These three major levels include a wide range of significant details that interconnect to determine the success of a business. By paying attention to these three levels, we can prioritize the urgent matters inside a company and build up from there. I. Understanding the Priorities of Customer Service
There is no doubt that customer service is a priority for the success of a company. When business owners don’t see that client service actually fuels the growth of a business, they frequently end up in a decreasing financial state, suffering from irremediable loss of customers and, ultimately, bankruptcy.
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