Manifold Benefits Of Improving The Quality Of Customer Experience

By Author: Rakesh Kumar
Total Articles: 33
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Many customer service advocates preach that to survive the competition, companies must significantly improve the quality of customer experience. They regard customer service as a business tool that serves both the company as well as the customers. Serving your customers right is significant to improve customer satisfaction. However, companies often confuse exceptional customer service with their ability to provide an exceptional and quality product. Good customer service is the procedure of resolving customer complaints/queries about the product/service satisfactorily. This also involves maintaining a constant relationship with the customers. Companies that have made customer service as their core value-proposition have experienced benefits as follows:

Improved Business- Happy and delighted customers drive outstanding business performance. Organization can achieve superior results such as increased revenue from existing and referred customers, improved customer lifetime value and decreased risk of losing business to competition. Hence, good Customer service is directly proportionate to huge customer ...
... base. According to a recent Study on Customer Service, 73% of the consumers reported that they left a service provider because of poor customer service, versus only 47% who left because of a lower price.

Reduced Costs-The conventional thought on after-sales service is that it is a cost-center. They consider spending on the technology and people as a cost while it is an investment with prolonged return. Seldom do people realize that excellent customer service relieves the pressure on the company to attract new customers, as the existing customers shout the company’s praise. As customers get thoroughly satisfied with the product, the costs associated with customer’s acquisition, maintenance and retention decline. Companies can even do-away with the need to invest in elaborate marketing campaigns for attracting new customers.

Enhanced Company’s Positioning and Image- Every happy customer suggests and recommends the product/solution to its peers. They will seldom tire of telling their friends and family on how the particular company has fixed their problem and how quick your response time has been. So if you handle a service/complaint call well, and to your customer’s satisfaction, you don’t just win your customers, but also enjoy the benefits of decreased turn-around-time (TAT) and cost in solving service calls. This will gather you word-of-mouth publicity that enhances the product image and improves company’s positioning in the market.

Sustainable Competitive Advantage- To meet the fierce competitive advantage, companies need newer innovations. As good quality products and competitive prices are available to all the companies, these advantages alone don’t do the trick. On the flip side, Improved Customer Service can give small companies a lead over their bigger rivals.

Investing in tools/technologies directed for improving the quality of customer experience offers noteworthy benefits. Companies that have invested in these service excellence metrics have experienced a boost in their bottom line. Good customer service doesn’t cost, it pays multiple times.

Rakesh Kumar is an after-sales service process optimization expert and associated with Zed-Axis Technologies Pvt. Ltd & Zed-Service™ - A 360 Degree Customer service management software and repair management software- one of the flagship products of Zed-Axis Technologies Pvt. Ltd. For any queries/feedback please write to rakesh.kumar@zed-axis.in or visit www.zed-service.in or call +91-11-4564-1145