If you provide great customer care, you can generate true, long-lasting customer loyalty. They'll be with you til the end.
If you own a car, you know that there is no better feeling than finding the right mechanic. Sure, getting on the open road with the wind whipping through your hair, blasting your tunes and feeling the freedom that comes with seeing the asphalt miles unspool beneath your unburdened feet is ok.
But finding a mechanic you can trust to do a great job, be honest with you, and give you a fair price? That’s perfection.
The reason it is so noteworthy is because it is so rare. That isn’t to fall back on the haory old trope “all mechanics are liars”; they aren’t. But like in any profession, there are some people who aren’t good at communicating the problem. There are some people who aren’t good at diagnosing the problem. There are some people who just aren’t good at fixing the problem. And yes, there are a few rotten apples who tell you that “these tires just won’t be properly inflated until you overhaul your transmission.”
OK, well, you're gonna need like 40 or 50 spark plugs
So when you find someone who gives you good service that you can depend on, you stick with them. You know you don’t have to worry. You become loyal to them.
That’s the thing about loyalty: it isn’t given. It’s earned. And you earn your customer loyalty not just due to the quality of your product or service, but through excellent customer care.
Call centers and customer care can increase your revenue if they help to develop loyal, repeat customers. Those are the best kinds of customers. They stick with you when they need something repaired, upgraded, or brand new. They’re with you all along the road.
Being loyal to your customer means taking care of them
You know that customer loyalty is important, but do you know how important it is?
Accenture lets us know that when customers are displeased, they act upon it.
Social media is a pretty big deal too. Just as great customer care creates new customers through word of mouth, it can also create loyalty. You don’t want to be the company that has to deal with PR problems. You want to be the one that people are happy to talk about. When they start going public, they are ready to be loyal.
How do you get this loyalty? What does great customer care look like?
Understanding that means understanding what loyalty really means. Here’s something surprising, given the numbers above: 82% of customers consider themselves loyal to brands. So what explains the discrepancy?
Well, my theory is that customers want to be loyal to brands for a couple of reasons.
Think about it. We’ve talked about how it costs more to find a new customer than it does to keep one (which is why you want to use great customer care to decrease customer dissatisfaction). But there is also a cost in time and energy for customers to find a new provider.
It’s not fun, which is why customers will be loyal if you give them the incentive to be. 82% will be loyal to a company that they are satisfied with even if it messes up sometimes. They say they are willing to give it another chance.
That’s huge. That can’t be overestimated.
How To Develop Loyalty Through Customer Care
Here’s what we’ve said a few times: you develop loyalty if your customer care is good. So...you want good customer care.
But what does that mean, really? Great customer care obviously means compassion, understanding, and training. It means integrating technology, and if possible, partnering with a third-party vendor who truly understands your business. That way they can competently answer any questions a customer might have.
It’s not just about answering questions of course. It is about steering them to the right products and services. Often, this means increasing revenue through upselling and cross-selling. But that’s not just the mechanic’s trick of insisting that you “check engine” light means you need a new chassis. It means understanding their needs, both now and in the future, and helping to set them up for success.
That’s true customer care, because it demonstrates that you care about your customers. It is just that simple. You know what they need (even before they do) and help them get there.
That’s why we emphasize the importance of employee retention in customer care. Working with a vendor that employs comprehensive and continual training and retains employees means that your customers interact with experts. It means they get their problems solved.
It’s that simple.
Customer care is not a means to an end. It is a goal in itself. It is a service. It is a way to make revenue. Make sure your customer care is in good hands, and customers will put their business in yours.
RDI-Connect is your full-service call center and customer care partner. We combine cutting-edge technology with superior hiring and training procedures to give your organization the support it needs. Your success is ours. To learn more about how we can partner with you, please connect with us today.
Publish Date: September 19, 2017 5:00 AM
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