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More evidence that quality customer service = higher sales

Submitted by on Monday, 27 February 2012No Comment

There has been a steady flow of evidence showing that companies that offer quality customer service (and a quality customer experience) are generating significantly higher sales.

The results of the latest study from the Institute of Customer Service (UK) for that reason don’t surprise us at all. The pattern emerging is that companies with higher customer satisfaction are able to drive not only higher sales, but also greater market share. Quality customer service and a quality customer experience are at the heart of this phenomenon.

This follows similar studies in the US and the findings of a customer survey conducted by American Express where customers said they would be willing to pay 13% more… for superior customer service.

Bottom line: Delivering quality customer service is essential for sustained sales growth, greater market share, and happy customers!

How to deliver quality customer service

Asia especially offers massive opportunities for  service-driven market share and sales growth precisely because the customer experience in the region is so poor.

If you would like to create the change in your organisation here are three key areas to look at:

1. Employee Engagement. Quality customer service does not happen in a vacuum. Trying to improve your customer service with disengaged employees is like trying to push the rock up a hill. Engaged employees are the momentum that makes a quality customer service experience sustainable.

2. Manage those touchpoints! You need to be really clear about how and where your customers are interacting with your organisation. Mapping the touchpoints of all those interactions is essential! Talent Technologies includes this underrated skill as part of its Customer Experience Maximisation programme.

3. Think Stage – System – Service. Stop thinking ‘operations’ and look at your customer experience from the customer’s point of view! That means ‘doing the Disney’ and seeing their entire Experience as being one where they step on a stage. Your service personnel, of course, are actors.

It’s therefore critical that companies focus more on this ‘missing link’ of marketing!

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Talent Technologies :: Producing Change



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