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Building Customer Loyalty
It is a fact that it costs far more to attract new customers than it does to keep your existing ones.
Each customer contact that occurs over the life cycle of the customer’s relationship with your organisation defines how you are perceived and has a major impact on your bottom line profitability.
Here are 5 Tips to help you take a universal view of your customer ‘touch points’ and their impact on building customer loyalty.
- Customer experience
Experience what your customer experiences! Walk in their shoes and experience your organisation’s customer touch points as they do.
Stand in line, call your contact centre, try going through the technical infrastructure (and menu options.) Send an email inquiry, visit the website. Cover all social media options that your organisation offers the customer to contact you.
- Live it!
Make customer service a company-wide mission and LIVE IT. Each part represents the whole.
Make sure everyone in your organisation understands they are in customer service. Any employee in your organisation can impact the customer experience, from customer support staff to back office personnel.
- Own the problem
Be prepared to help unhappy customers. You cannot solve a problem if you don’t take on the responsibility and own the problem. It’s your job to help.
Stay involved until the issue is fully resolved, don’t pass it off and wash your hands of the situation. Follow-up with the customer. This builds customer loyalty and credibility for your organisation.
A typical business hears from only 4% of its dissatisfied customers. The other 96% just quietly go away and 91% will never come back. That represents a serious financial loss for companies whose people don’t know how to treat customers – and a tremendous gain to those that do!
Acknowledge that each and every complaint is an opportunity NOT an interruption to the work day!
Complaints are a powerful tool to collect feedback and problem solve your policies, procedures and products/services.
70% of complaining customers will do business with you again if you resolve the complaint in their favour. If you resolve it on the spot 95% will do business with you again.
- Empower staff
Acknowledge and EMPOWER staff. Make sure your employees feel a part of the team and realise their contribution to the organisation’s bottom line.
Don’t make them feel like “warm bodies” there only to fill a position. Empowering your staff is a better solution than making them appear as inflexible, difficult and uncaring to your customers.