Customer-Focused CRM (#CX)

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Stop Paying Lip Service to Customer Service

If you don't look after your customers, someone else will!

  • Product quality is assumed.
  • Process efficiency is demanded.

However, service excellence is still appreciated and valued. Increasingly, customer service is a leading differentiator.

But what is service? How can it be measured? How can it be improved? This series of articles will help you draw some conclusions...

Even the best small/medium sized businesses underestimate how important customer service is, and might not recognise that ...

  • “Even satisfied customers defect, and only delighted customers recommend” (The ‘Satisfaction Trap.’ )
  • “A delighted customer is six times more likely to buy again” (Rank Xerox)
  • “65% to 90% of unhappy customers switch suppliers - of which 47%  do so for reasons of poor service” (The Research Institute of America)
  • “Complaints are a very poor indicator of service levels.  -  Only 4% of unhappy customers complain” (The Research Institute of America)
  • “An unhappy customer that doesn't complain will still likely tell 10 of their colleagues about their bad experience” (The Research Institute of America)

And poor customer service doesn't come cheap ...

“It costs 5 times as much to acquire a new customer as to keep an existing one” (Harvard Business School) 


Understanding Customer Service with RATER