Human nature dictates that we trust and value a friendship more once it’s been tested, and the same is true for customer loyalty after an issue arises and the business proves it truly cares. Having had a problem corrected many studies have shown customers become more loyal than they were previous to the issue, indeed oftentimes they then become the biggest advocates for the business.
Most companies today still see contacts made for customer service reasons as a drain on resources only. If we consider the Call Handling Time key performance indicator used in most contact centres, that statistic really equates to how quickly each Customer Service Advisor can end each call rather then ensure each caller is completely happy, let alone go on to use the opportunity for developing the relationship with the customer.
In an overloaded social media world, having a direct conversation or dialog at length with any customer and building a direct relationship has become far more difficult, especially for larger organisations or companies that primarily do business online. So, now in contrast to most, some forward thinking organisations are embracing this type of customer service contact as a chance to develop a deeper relationship, and differentiating themselves from their competitors by showing a high level of care and value toward the customer.
In time with the advent of Customer Experience Management (CXM), each and every contact either via a feedback scheme, Voice of the Customer channel or direct to a contact centre call will be viewed as critical to every business. Until such a time there remains a huge advantage for the early pioneers into CXM, and those organisations seeing the opportunity in feedback and complaints to really set themselves apart from their competitors, by using this customer initiated contact to actually build stronger relationships.