SMART LEAD­ERS IN­VEST IN A CUL­TURE OF CUS­TOMER SER­VICE

Industry Leaders - - Imminent Trends -

Once Steve Jobs took an op­por­tu­nity him­self and called a cus­tomer of Ap­ple who had sent him an email re­gard­ing Ap­ple com­puter re­pair. Not only did Jobs apol­o­gized to Scott Steck­ley for the in­con­ve­nience caused, but also thanked him for be­ing a loyal Ap­ple cus­tomer. Later when ques­tioned about this in­ci­dent, Jobs had replied, “It re­ally makes my day see some­one who en­joys our prod­ucts so much and who sup­ports us in the good times and bad.”

For­mer Ap­ple CEO was a true user ex­pe­ri­ence and cus­tomer ex­pe­ri­ence thought leader, re­peat­edly and wildly suc­cess­ful at en­hanc­ing the cus­tomer ex­pe­ri­ence for world­wide Ap­ple cus­tomers.

Ac­cord­ing to Jay Baer, NY Times Best­selling Au­thor, $500 bil­lion is spent on mar­ket­ing ev­ery year glob­ally. On the other hand, the amount spent for cus­tomer ser­vice is mere $9 bil­lion. What’s more sur­pris­ing is the fact that it hap­pens de­spite ev­ery­one’s knowl­edge on how cus­tomer re­ten­tion ef­fi­ciently boosts the profit growth in the quick­est way. Smart com­pa­nies have started em­brac­ing the idea that cus­tomer ser­vice and cus­tomer ex­pe­ri­ence is the fresh form of mar­ket­ing. Walker re­search pre­dicts that cus­tomer ex­pe­ri­ence will play a higher role than the cost for B2B pur­chasers by 2020.

Not los­ing your ex­ist­ing cus­tomers is the fastest way to boost your busi­ness. Cus­tomer Ser­vice has trans­formed into a spec­ta­tor sport. Here top cor­po­ra­tions have re­al­ized how badly on­line cus­tomer com­plaints can im­pact the rep­u­ta­tion of a brand in the mar­ket. Tony Hsieh be­came an iconic ex­am­ple by mak­ing a huge in­vest­ment on cus­tomer ex­pe­ri­ence. Zap­pos proved how cus­tomers are al­ways will­ing to pay more for in­cred­i­ble prod­uct/ser­vice ex­pe­ri­ence.

Ba­si­cally, what we need to know is, we can’t de­mand a spe­cific cul­ture. The cul­ture is es­tab­lished from within. The best or­ga­ni­za­tions con­struct their own cul­ture. It is done by en­gag­ing the team through mean­ing­ful dis­cus­sions rather than is­su­ing edicts.

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