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A Step to Get a Customer Service Strategy. PDF Print E-mail
"The results of a strategic approach to customer service are quite simple: more revenue, higher margins, lower custosmais and dissemination of a positive word of mouth marketing, which generates more customers at a much lower cost. No wonder that market leaders have adopted this policy in companies, either implicitly, "said John A. Goodman, author of Strategic Customer Service. In the excerpt below taken from the book, Goodman talks about the first step that a company must make to establish a customer service strategy:

Many if not most, companies already have the necessary resources to improve the performance of customer service or are able to adopt procedures to make it a strategy. Among the main features are the positions targeted for customer service management software customer relationship, such as CRM, and most importantly of all, customer feedback or Voice of the Customer [VoC - Voice of Customer]. The VoC is a process to capture the overall customer experience by using all information stored in the database. This includes analysis of market research, data sources such as customer reviews, complaints with guarantees beyond the data entered by employees. A good VoC program goes beyond the traditional questions about the features and price of the product or service. Must act in data collection that spans the entire customer experience, for example, strategy and sales message, questions about security, negotiation, sale and financing format preferred customer.

Unfortunately in many companies, you tend to be fragmented. I asked the chief executive of customer service a company car, who was responsible for the process of VoC. He said about seven people held different parts of the process. What is unfortunate, because having a fragmented operation VoC can be more damaging to business than not have. This can generate erroneous results, contradictions, confusion and even paralysis of the project.

The first step to establish a customer service strategy in your company is obviously starting to look at it strategically. That means thinking about, such as care processes of your company currently impacting their customers and how they could impact if they were improved. Moreover, it is also necessary to reflect the financial impact of customer problems to be solved and how your service team deals with it today. Another important factor involves direct their resources in an organized and focused at the tactical and strategic. Below are 5 important guidelines to consider when implementing a system of customer service:
  1. Solve problems on first contact. Avoid the need to use the service again.
  2. Facilitating critical customer and access to information. Have a clear site map on your web site and let the telephone call center as visible as possible.
  3. Use your answering system to explore the potential value of each customer. Teach your employees care line to capitalize on opportunities, exhibiting and selling more products to customers. Acknowledge your customers in a segmented way. Treat everyone respectfully and invest resources based on the profitability of them.
  4. Make this service a tool to manage word of mouth marketing. Every transaction involves a positive or negative impact to the word of mouth marketing, which is necessary to measure and evaluate. Thus, the company could easily devise strategies incentives to generate more customer satisfaction and therefore a positive word of mouth marketing.
  5. Make the economic issue his base for decisions on customer service. By identifying the connection between the problems of clients and their financial profitability, you can manage the customer experience in order to achieve maximum revenue and profitability.

    6. All of these guidelines is to create a system of customer service with strategic objectives. In order to provide not only rapid and efficient service, but also customer retention and revenue generation. The economic necessity of a strategy of customer service comes when evaluating the benefits of prevention, remediation and resolution of customer problems, which consequently, in providing an excellent customer experience, resulting in an effective word of mouth marketing.


Author: John A. Goodman is vice chairman of TARP Worldwide .
Source: Peppers & Rogers Group
 

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