Seven Important Findings in Customer Services Research

Based on information from your Butler Group, up to 70% of client partnership improvement applications fall short. At Customer Concentrate, Inc. (customerfocusinc) we think that the primary cause for that bad results of numerous CRM, customer support training, and customer-centered plans is the failure to consider the total customer expertise. Before beginning any customer romantic relationship enhancement system, begin by comprehending the implications of these customer encounter findings.

1. 95% of senior small business leaders believe that the next competitive differentiator is customer experience.
What Colin Shaw?s consumer knowledge research revealed in his 2005 book, Revolutionize Your Consumer Knowledge is that products and services quickly become commodities. Shorter product cycles, worldwide commerce, and the internet have all leveled the playing field. On the internet, every firm is the size of the computer screen. To gain and keep profitable market share the most effective strategy is to enhance the consumer encounter. Whether building CRM, coaching, loyalty, or culture, focus on creating an unique customer encounter with a personal touch that customers can?t get during the self-service world of the web. Customers will seek out, pay a premium, and stay with those people who provide superior consumer experiences.

2. 80% of companies think they deliver a superior client knowledge. Only 8% of their customers agree.
This remarkable statistic from Bain & Company reported inside the Harvard Enterprise Review reveals that companies simply don?t understand customer experiences. Most concentrate their investigation and customer feedback on narrow product- or service-related features. The important is to focus on the entire client experience ? on the breadth of consumer emotions and perceptions, and on all the customer?s points of contact and experiences with your products, systems, and people.

3. Only 14% of customers leave for product reasons; 68% leave because of lousy treatment by employees.
The strongest determinant of the quality of customer experiences is whether customers perceive your employees and managers to be acting as their advocates and view them as being committed to their needs, feelings, and future experiences.If your people are truly not committed to the customer?s expertise and do not have superior service skills, your customers will walk out the door. Just before spending more on CRM, loyalty, and culture applications, train your employees during the skills and attitudes of creating positive consumer experiences.

4. Companies lose 50% of their satisfied customers.
Satisfaction does not guarantee long term customer loyalty. A deeper emotional bond is needed to create long-term loyalty. That emotional bond is formed when customers encounter authentic relationships with your organization and your employees.Customers need a personal connection to companies at every interaction ? especially interpersonal interactions. Whatever your effort, train your employees to form authentic and personal relationships, not simply to respect them.

5. Only 4% of unhappy customers ever complain; 90% of non-complainers just go elsewhere.
Anybody who has ever experienced bad provider knows how easy it is to never go back. Given a choice between complaining and going elsewhere, handful of people will pick confrontation. Build in customer feedback opportunities at each point of interaction. Train employees to continuously ask, ?How are we doing?? and ?How can we improve??

6. The average value of a consumer is 10 times their initial purchase. It costs six times as considerably to attract a new consumer as it does to save and existing one.
Mass marketing doesn?t work anymore. Consumer decisions are more personal, imbedded in client communities, and built upon known and credible relationships. The solution is to train your employees with the skills to stop consumer defections, build complete client solutions, and create advocates who evangelize your products and people.

7. High service-quality companies average 12% ROS and grow 6% a year.
A 2000 research by Accenture and Montgomery showed that if a $1 billion business increased its investment in client interactions from average to high, it could anticipate a $42 million return on investment. Executives and managers need to know the path to profits is through consumer experiences.

At Customer Concentrate Inc. we show how you can turn your front-line employees into customer advocates as CEOs: Customer Encounter Owners. By owning the customer?s experience, your employees can build authentic bonds of trust that lead to long-term customer loyalty. Through a combination of developing the right skills, attitudes, and sense of personal empowerment and authenticity your employees can, as CEOs, ensure greater return on your investment in small business systems and processes.

Customer Focus, Inc. is an international customer services training corporation that provides innovative, world-class customer service skill building and culture-building coaching applications at low cost. Contact Steve Fugate: (817) 303-5256

? Copyright 2007 Customer Concentrate Inc.
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