SMART LEADERS INVEST IN A CULTURE OF CUSTOMER SERVICE
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.