Many companies are struggling with
their bottom lines and looking for some way to improve them. They often
gravitate towards technology or gimmicks that they believe will be a shortcut
to financial success, but these newer techniques pale in comparison to the
effectiveness of good customer service. This practice cannot be implemented
overnight, but at the same time, it is not impossible to achieve. Companies
simply have to be careful and diligent in order to implement a regime that
respects the customer.
Customer service is one of the most cost-effective ways for a company to bring in more revenue. Almost every approach to raising revenues costs a significant amount of money up front. Marketing, capital improvements, and large expansions in a workforce can cost thousands of dollars. By contrast, customer service is something that can be improved significantly with the on-the-job work training that a company is already paying for.
Good customer service cannot be bought and implemented immediately like a form of accounting software. Individuals have to work at it and be given positions where they can implement its tenets. While the process does take a significant amount of time, it will always provide positive results over the long term if it is successful.
Customer service is also important because of its ability to gain repeat customers. Repeat customers are essential for companies to expand and make the most out of their marketing and training dollars. These customers provide much more revenue than customers who only shop at a business one time. Repeat customers make up the vast majority of companies’ profit margins. These individuals can be enticed to come back with positive customer service. Individuals look forward to seeing clerks and other employees who provide them with a high level of customer service.
They may start to see these individuals as friends. High levels of customer service are not universal and can easily place one company above many of its competitors. This trend has accelerated in recent years with the rise of online shopping. More and more in-person companies have to prioritize customer service because they know they will not be able to compete on price with the world’s online shopping juggernauts.
Repeat customers are different from loyal customers. A loyal customer is often so swayed by good customer service that they will continue to stick with a company despite any problems that may occur. All companies will go through certain situations that force them to harm their customers at least to a certain degree. Companies will raise prices or shut down for a short period of time in order to conduct repairs or renovations.
Great customer service will keep individuals coming back to a company, or a firm like that of Dr. Pierre Courchesne, even during these down times. Individuals will start to develop a personal relationship with a company. If they do not shop at that company, they feel as though they are doing a disservice to a friend or relative. This attachment is greater than any possible market pressures. It can push a customer base to stay loyal through circumstances that would cause the average individual to leave almost any other business.
According to Dr. Pierre Courchesne, companies that believe they need to improve customer service must take action as soon as possible. Managers and owners need to hire a consultant and pick up new approaches to training and hiring. Most importantly, these individuals need to make it clear to their employees that customer service will be a priority for the company moving forward. Companies have to be careful and start working quickly if they hope to reap the rewards of good customer service as quickly as possible.