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Moving from Customer Service to Customer Experience
by Bill Hogg
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Most of us already know that customer service is not good enough — it is no longer a differentiating factor. The brutal business reality is that three quarters of your customers would gladly do business with your competition — even if they were satisfied with the service experience.
We all know the difference between good and bad service, but in order to compete, you have to move beyond this and focus on the overall experience you create for your customers. Successful companies must shift their focus from providing satisfactory customer service to creating a memorable customer experience that builds loyalty.
Your customer relationships are your only sustainable competitive advantage for growth and profitability. So rather than focusing on a specific customer interaction, a true customer experience is focused on your relationship with a customer from the moment you engage them and over the duration of your relationship with that customer.
Build relationships that provide an emotional connection
Rather than focusing on the transactional aspect, companies will build long term relationships with customers if they focus on the emotional connection that customers seek. Every one of your customers has an emotional need that calls for attention.
Read the entire Bill Hogg article
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