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Customer Obligation Doesn't End Once They Pick up Your Call

TMCnews Featured Article


March 18, 2016

Customer Obligation Doesn't End Once They Pick up Your Call

By TMCnet Staff


How does your company define the customer experience? Do you outline the journey from the introduction to the brand to final conversion? Do you determine the customer service metrics that must be in place to meet their needs? Or, do you give the customer a voice and allow their feedback to drive interactions? If you’re using customer support software, it’s likely this last point is more your method of operation.


It’s easy to try and determine the customer experience from the start of your operation. You have to define the customer service offerings that you’re going to put in place and you have to establish expectations for those responsible for interacting with the customer base. But how you evolve from there will determine your success in the market overall. Customers want to have a say in how they interact with a company and they want their voice to be heard. A failure to act on either one will give your competitors a leg up on market share.

A recent Business post suggested that it’s the year of the customer and getting the customer right the first time is critical to long-term success. The layers involved in getting it right, however, is enough to make companies hesitate on an action plan. It often requires significant changes within the organization and requires operational and process shifts, the implementation of new technologies and the alignment of IT goals with those of other units.

The key to success in this area is to understand that the customer has already defined how they want to interact with a brand. They know what they expect in order to be satisfied with the interaction. They also know what the competition is offering and how it is being offered, putting even more pressure on a particular brand to deliver on expectations. Understanding those expectations is key to winning the customer today and keeping them for the long-term.

To accomplish this, you need access to good data. This is not only critical in understanding what customers want and how they want it, it’s also critical in demonstrating thee return on investment for the activities being executed at the time. Those managing the budget won’t necessarily agree with the strategy if they don’t understand the connection between the cost and the long-term benefit of getting the customer interaction right the first time.

Customer support software is critical in these interactions as it gives you the foundation necessary to build out the customer experience, while also capturing the information you need to populate your business critical data. In doing so, you make your brand more relevant to the consumer and ensure loyalty among the customer base because you got the customer experience right the first time. 










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