Creating Customer Loyalty – David Harper, Chairman

I am personally passionate about great customer service. Anyone who knows me will tell you, I notice all the little details in the service I receive, whether it’s a hotel reception remembering my name, a favourite restaurant seating me at my preferred table, or just the warmth in the tone of voice when I’m speaking to a customer service team on the phone.

I want to know people truly care about whether I’m happy as a customer. Because if I’m not, I will ‘vote with my feet’ and find a new favourite restaurant! (no matter how good their butter chicken is)

When you receive great customer service, you can see the pride of the people delivering it. Those people are generally more engaged, enjoying their role more. They create personal success for themselves not just for the business they work for.

I love reading WOW customer stories. In this digital age, your reputation can be built or destroyed in a flash, depending on what kind of story you send viral. So make them WOW stories. Give your people the ability to go above and beyond for your customers and take pride in what they do.

That’s what I want and expect for go-centric. That’s what we promise our clients and what we instill into our teams. Our people are our business – and your customers are our peoples’ business.

Here are my thoughts on turning customer satisfaction into customer loyalty.

Customer Loyalty versus Customer Satisfaction

Good is no longer enough. If customer satisfaction is a short-term win, customer loyalty is the long-term goal. Loyal customers are the ultimate goal of any company that wants to stay in business. Why? Because loyal customers spend more money than new customers. A survey by Bain & Company found that “a shopper’s fifth purchase was 40 percent larger than the first, and the tenth purchase was nearly 80 percent larger than the first.”

If loyal customers are your goal, you need to move from providing a good, transactional service to building and developing long term relationships with your customers. Here are three things we believe will help you begin that journey:

Reduce effort for your customers – 96% of customers who report high effort customer experiences become more disloyal to the company in the future. The easier you can make it for customers to do business with you and purchase from you, the more loyal they will be. Translating this to your customer service experience is offering a seamless choice of channels for your customers to engage, reducing handovers and maximising first point resolution. Support your channels with efficient processes,

Proactive engagement – don’t just react to customers, be proactive in how you communicate, engage and service them. You want to have more positive interactions than negative interactions. From a customer service perspective this means more proactive contact, using data intelligence to predict your customer’s wants and needs, ensuring a completely personal and personable experience that reflects the values of your brand.

Empower your people – anyone in your business, including your suppliers, who has direct contact with customers will have an impact on customer loyalty. They are ambassadors of your brand. Make sure they understand what customer loyalty means to the business, that your vision and goals are clear, train them well and empower them to deliver an outstanding customer experience.

We want your customers to be loyal, not just satisfied. We can help you deliver that through all of the above points, whether your customer service is in-house or supported by go-centric. We’d love to help you review and assess your current customer experience and understand how you can turn satisfaction into loyalty.

Let’s create some WOW customer stories together.

I’d be delighted to talk to any organisations who’d like to hear more about working in partnership with go-centric.

David Harper