Depending on how you look at it, resolving a customer’s problem is the beginning or the end of a journey. Companies who decide to put the customer at the center of all business strategies and activities are making a commitment to engagement, yes. But more than that they are making an assumption that each customer is a long-term investment with a high rate of return. Resolve a customer’s problem and you start or end that journey.
This infographic, The Virtuous Cycle of Customer Care, illustrates the way companies can create a relationship with their customers.
- The company’s emphasis on and ability to resolve a customer’s problem demonstrates to the customer that their satisfaction is the top goal. The company makes it easy for customers to do business with them.
- The customer enjoys the experience, engages actively and eagerly in a dialogue, feels a sense of belonging and trust in the brand because of the loyalty the company demonstrates on their behalf.
- The customer, because of the dynamic, “layered” relationship developed over time, becomes increasingly loyal and vocal in referring others and voicing positive opinions.
- As customers grow more familiar ad intimate, it becomes less expensive to maintain and service the customer. Profits go up.
- Front-line support employees know management takes a long view of customer care, and take pride in the brand they represent, raising their job satisfaction, and acting as an incentive to provide responsive customer service and resolve a customer’s problem efficiently.
Customer care amplifies:
- customer intimacy
- higher margin purchases
- ancillary purchases
- customer referrals
- positive word of mouth
Customer care reduces:
- cost of acquisition
- cost of maintenance
- cost of service (it costs less to resolve a customer’s problem)
- likelihood of defection
- sensitivity to price changes