When you call any Customer Services support line through you telephone, most of the time you would have to wait for quite some time and then the Customer Services Representative picks up the phone and starts with his greeting. A customer who has spend 2 min. and quite often then not even more on the phone waiting for some human voice to come up from the other side might be a little aggressive in his approach and if the Customer Service Representative on the other side has not made the right impression in his greeting of start of conversation it could turn out to be very negative impression on part of the company. Every customer/consumer wants to be treated as an important individual while talking with his company. No matter high profiled or the other way around we need to make sure that we give the proper courtesy and professional help to the customer/consumer.
Customer Services is a very good aspect which will bring back the customer to keep on using the product or come back and purchase more products from the company as well. As I said it’s just one factor and not the complete decision maker. There are a lot of other decisive factors which persuade the customer to repeat or create a new experience with the same company.
Now the word that I used is experience which is a packaged deal where the product has to be good, the packaging has to be attractive, the presentation or the contact center has to be perfect the sales team needs to be spot on in their approach and in the end the support service needs to be exceptionally informative and helpful. Now all this creates an experience. If the customer experience is satisfactory this will result the customer coming back again and again and doing the word of mouth marketing for the company.
There are basically three types of customers from customer retention or customer loyalty point of view;
i) Highly satisfied Customers. ii) Indifferent Customers. iii) Unhappy Customers.
From an organizations point-of-view they are looking to create more and more people in the Highly Contented customers. These are highly satisfied with the company not just the Customer Services who will keep on using the product and wherever they go they will keep on actively promoting the product as well. The good word shared by these customers will bring in future prospects and thus this segment is the most important segment to increase.
The second segment is the indifferent customer they are neither too enthusiastic about the product and will not share their experiences with anyone or promote the product. Now again from the company point-of-view these are the customer who could easily be turned into the number the best satisfied customers with little effort.
Whereas the third category is of the unhappy customers who are neither too happy about the product infect they are at the verge of churn. They might be using the product due to lack of better option and incase there are options available they will churn soon. These are the customer who spread the bad word or do negative endorsement of the company. They are very vocal in terms of giving their feedback so care should be taken in terms of converting their perception about the product.
Now each segment has different preferences and should be handled and motivated in accordance to that. Through proper researched approach we could easily convert the dissatisfied customers into quite loyal customers.
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