Chances are you’ve heard the phrase “customer is always right”, but you probably don’t know who said it first and why.
Back in 1900s many brands treated customers like they lacked brain cells, hence they put all their emphasis on selling more of their products using obnoxious voices and exaggerated advertising campaigns. Customers received very little attention and care from businesses, if at all.
The Role of Customers in Business Success
César Ritz, founder of Ritz Carlton hotels, back in the 1890s said: “If a diner complains about a dish or the wine, immediately remove it and replace it, no questions asked.” This is exactly how Ritz Carlton hotels are still operating all around the world, thanks to the words of advice the Swiss hotelier left the business with: “Le client n’a jamais tort” (the customer is never wrong).
Mr Selfridge, founder of the department store Selfridges in the UK, Wanamaker, who opened the first department store in Philadelphia and Marshall Field, owner of the store Marshall Field and Company in Chicago, all owe their success and reputation to respecting customers and treating them intelligently.
The Moment of Truth
In this day and age customers have plenty of choices. They’re not shy to air their voice either via email or going online to forums and social media if they feel ignored. According to Salesforce, 70% of customers believe connected processes, such as seamless handoffs or contextualized engagement based on earlier interactions are very important to winning their business. Therefore, marketers must work closely with both sales and customer support teams within their organizations. Such level of collaboration will create tangible value for their clients.
Build Meaningful Relationship with Customers
You know you’ve established rapport with your customers when they ping you on Skype if anything needs fixing and willing to wait for you to find some time to help them, rather than opening a new ticket. Because, they can chat with you and openly share their feedback about the service and support they receive.
Depending on the technological capabilities of the tools you use to serve your customers, you may be able to create an environment for them to access a list of all the tickets opened by their company, including the ones resolved. This would not only empower customers but also enable you to track and evaluate your own products and services. Based on such information, customers know what service line or department face the most issues, and you as the supplier can establish whether you need to review quality assurance and product development or providing your customers with training. As a result, you’ll become the preferred business partner of your customers.
By introducing approach and process, you’d be able to:
- Reduce the number of tickets that your support team receives
- Create value for your customers
- Improve customer retention
- Produce tangible and relevant training and workshops for your customer
- Build an award-winning customer service team
- Improved NPS beyond your industry benchmark
As you know, customers raise tickets and they’re sometimes busy to follow up or check their emails. It’s helpful if you could set up a push notification into the system they’re using or even go old fashion, call them to let them know you cared to resolve their issue whatever it was. This is how we roll, and we’ve seen some great results. So, I thought to share with you the reason our customers choose to work with us.