There’s often a big difference between what customers say and what they do. That’s one of the reasons why customer loyalty, usually measured by surveys, is a flawed metric. Look at customer engagement, though, and you’ll get a more valuable picture of what customers think of you – and a more powerful tool for generating profitability.Read More
Do customers view the quality of customer service as a key factor in deciding whether to do business with you?
The answer may surprise you.
Too many businesses still view customer service as a cost of doing business rather than as an opportunity to do more business. Consequently they outsource their customer service call centres to India or the Philippines, bury their customer helplines and encourage customers to view their frequently asked questions pages on their websites for answers. They incentivise their call centre staff to up sell at every opportunity whilst encouraging them to deal with calls in the shortest possible time.Read More