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Keep Them Coming Back for More

By James A. Baker
Founder and Chairman
Baker Communications, Inc

If you have been paying attention to the articles in major business publications lately, you are probably aware of the resurgence of interest in customer service among major corporations. We have just been through a cycle where the smart money was on companies who could deliver a cutting edge product at a cut throat price, and do it super fast. However, most industries have multiple players that offer essentially the same products and services. With price already discounted through the bone, many companies don’t have room to cut any more and still stay in business. Under such draconian conditions, how can you grow market share?

Enter (should we say, re-enter?) customer service! These super-growth companies are now finally willing to admit that they have been skimping on customer service. Their emphasis had been on speed – resolving each customer service case as fast as possible – rather than on cultivating true customer satisfaction. This resulted in loyal customers of many years suddenly feeling devalued and taking their business elsewhere.

Business analysts have known and preached for years that the main reason that companies lose customers is not because of product performance it is because of PEOPLE performance. When a customer feels misunderstood, mistreated or taken advantage of by someone in your organization, that person WILL leave, even if you continue to produce a great product. Conversely, customer loyalty research demonstrates those customers are consistently willing to pay MORE to do business with companies that...

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