Tips for Increasing Customer Loyalty in the 'Age of Experience'

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Employee Management

No matter your industry, or the size of your company, one tenet holds true: No customer service strategy can be effective unless the front-line people are motivated and trained to do so. To improve employee performance, take the following actions.

Monitor analytics and workforce intelligence: Metrics obtained from workforce intelligence solutions can help clearly define goals and measure the return on investment from learning initiatives. By making program goals and program outcomes tangible, companies can ensure tangible improvements.

Embrace generational shift: Millennials have significantly different expectations for their employment experience. Adopt sophisticated methodologies, tools and processes to better predict, incorporate and react quickly to the changing workforce.

Introduce gamification: Customer service organizations have a lot of experience with goal setting, rules, and incentives. Gamification aligns work with personal passion and commitment. Apply game design in the workplace to bring the thrill of putting points on the board, beating the odds, and accomplishing important goals.

In the ongoing battle for market share, brands pore over metrics and tweak strategies to increase customer loyalty. The stakes are high, customer acquisition costs are expensive, and most businesses can't afford to lose sales to competitors. With prices commoditized in many industries, today's battleground is centered squarely on customer experiences.

Data from an American Express Service Study shows that excellent customer experiences are the key to winning a customer's heart – literally speaking. More than 1,500 consumers were tested under laboratory conditions, and greater than 60 percent felt their heart rate increase when thinking about a great customer experience. For more than 50 percent of the group, receiving great service triggered the same cerebral reactions as love.

The realities of business introduce challenges to brands that are working hard to stir these kinds of emotions. The continued pressure on cost, customer expectations, rising complexity and decreasing cycle-time make it difficult to provide outstanding experiences while maintaining margins. However, according to Sean Erickson, EVP, chief marketing and infrastructure officer, Sitel, customer experiences can be improved through a number of methods including technology and innovation, customer service operations, employee management and global sourcing.

 

Related Topics : Vulnerabilities and Patches, Resellers, Broadcom, Broadband Services, Supercomputing

 
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