Today, it’s hard for brands to stand out from their competitors, as every business leader is trying to outdo their rivals with better marketing, more competitive pricing, and improved product suits. It seems as though everyday there’s a new business entering your respective market and vying for your customer base.
When it comes down to it, however, the most successful brands have loyal customers due to their high level of customer care. Not because of their over-the-top marketing campaigns, extremely low prices, and robust product suite.
After all, customer care has a direct impact on the lifetime value of a customer. According to a survey by Dimensional Research and Zendesk, 39 percent of customers continue to avoid vendors more than two years after a bad experience.
The survey also found that 52 percent of respondents indicated that a good customer service experience led them to purchase more from the company, while 55 percent said they switched to a different company for that product or service after having a bad customer care experience.
Providing great customer care doesn’t just increase loyalty and boost reoccurring revenue, but it also save costs. For example, businesses don’t have to spend tons of money on flashy marketing campaigns or hire an entire army of sales representatives to cold call hundreds of customers.
All it takes to trump the competition is providing superior customer care that makes customers want to come back for more. With great customer care being such a competitive differentiator, however, it’s important that you ensure that your strategy is sound.
Before you enter the new year, take a long, hard look at your current customer care strategy. Do you have clear and concise policies in place? Do your agents have everything they need to properly service customers?
Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA, SOCAP, and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He is a frequent speaker for national events and has also been honored with a number of awards and recognitions for his contributions to the call center industry.