A recent article from Wharton Business School has urged companies to show more love to their clients and customers… especially in these tough times.

While there is a strong temptation to reduce headcount as the recession bites, companies also need to maintain a positive stance, especially with regard to the customer experience.

As Jerry Wind, Professor of Marketing at Wharton, puts it: ‘Some consumers are feeling that they can no longer trust the traditional ways of doing business. This attitude will stay with us for a long time.’ He continues: ‘It’s an opportunity to build better and more trustworthy strategies with the customers — and now is the time to start.’

His colleague Olivier Chatain adds: ‘It’s an opportunity to show clients that you love them.’ He highlights building customer loyalty as being a central strategy for all companies in the current environment, where customers are re-evaluating many of their product and service providers.

Other take-homes are:

• Companies need to get much closer to their customers in terms of encouraging their employees to build relationships that go beyond the transactional
• So-called ‘CRM’ programmes, where customers are segmented and targeted in purely financial terms, can backfire because companies can be ‘buying disloyalty down the line’
• Companies should consider innovating their terms of service (or policies) to focus on the anxiety consumers are facing (eg by increasing warranty periods).

If you would like to enhance your customer experience in Thailand, Talent Technologies offers companies a complete service from experience auditing, to customer experience design, to customer relationship maximisation training.

For further details, please feel free to contact us here or call our office on +662 6393550

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