TOP CUSTOMER SERVICE AND BUSINESS ARTICLES
Each week I read a number of customer service articles from various online resources. Here are my top five picks from last week. I have added my comment about each article and would like to hear what you think too.
What Do the Companies With the Best Customer Experience Have in Common? (And How Can You Have It Too?) by Joshua Paul
(Socious) Each year, top customer experience management executives compile the ten companies with the best customer experience. Not to be confused with customer service—though that certainly plays a role here—customer experience goes above and beyond simply serving your customers during their transactions.
My Comment: Two things I like about this article. First, the explanation about the difference between customer service and customer experience is well put. People often confuse the two. Second, is what we can learn from the common traits of the best-in-class customer experience companies. Even though large household name types of companies are used as examples, the lessons are appropriate for any size company. You don’t have to be a big company to have something in common with how these great companies deliver an amazing customer experience.
What to Do About a Disloyal Loyalty Program by Christopher Elliott
(Huffington Post Travel) The bubble that is travel loyalty programs is imploding and in response, airlines are spurning customers like Giancoli.
My Comment: Even though this article is using the airline industry as the case study, it could be almost any industry. This is a classic example of a loyalty program that is based on perks. Take away the perks and the customer’s loyalty may disappear. The best loyalty programs come from companies that are so good, that even without perks, their customers would be loyal. True loyalty is an emotional tie to the company. Treat me right and I’ll keep coming back. Make me feel good about doing business with you, and I’ll keep coming back. Offer me great value, and I’ll keep coming back. Throw in a perk or two and it’s just a bonus.
What is the Relationship Between Customer Service Quality and Market Share? by James Duval
(WinTheCustomer!) Is there a relationship between the size of a company and its ability to deliver quality customer service, and if so, what does it mean for the way we currently view business success?
My Comment: The statistic in this article that surprises me most is that for every 10% gain in market share there is a 1.5% drop in customer satisfaction. I don’t doubt it, but I have to wonder why. And, I don’t disagree with the notion the larger the company, the tougher it is to deliver a consistent customer service experience that wins loyal customers. Too many people and moving parts. That said, this is a wake-up call to all businesses, big and small, that customer service is paramount to sustaining, and even growing, a business. There are many companies who, regardless of their size, make excellent role models that have figured out how to grow and not to let customer service slip.
3 Tips to Keep Your Customers in Love with You by Ebony Grimsley
(Above Promotions) We have all heard it over and over again, it is costs more to gain a client than it is to keep an existing one spending with you. For this reason alone, a thorough look at what you’re currently doing for your customers is healthy to keep up your relationship with them. Below you will find three of our tips to help you keep your customers in love with you.
My Comment: This article is simple and to the point. Three great ideas. Keep your promise (your brand promise), give the customer value (sometimes more than they thought they would get) and personalize the experience. Simple and timeless customer service wisdom.
3 Tips for Creating a Customer-Centric Business By Jeremy Roche
(destinationCRM.com) Connect back-office and front-office functions to enable a broader customer view.
My Comment: The term customer-centricity has become a “buzz word” over the last year or two. The general thought is that everything a company does has the customer in mind. I won’t argue that this is a great goal. This short article has three great tips: the process keeps the customer in mind, make customer information available across all channels and have conversations with customers to build relationships and learn how you can serve them better.
