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The individual customer care personnel with whom customers interface is related ,often represent the most vital vehicle for building, maintaining & upholding strong customer relationships. In numerous cases, a firm’s primary relationship marketing investment should go toward hiring, training, and continually motivating customer care employees. If possible, firms should align enthusiastic, devoted, competent, dexterous employees to each customer to take full advantage of the dominant impact of such relationships.
Parallely, firms must recognize that loyalty generated from customer-salesperson relationships are often “owned & utilized” by the salesperson and can be lost if the salesperson moves to another firm. Thus, firms building relational-based loyalty must balance the benefits from employee- customer relationships with the impact of employee turnover. If facing high turnover, sellers should increase the consistency across customer care executive, reallocate spending from social to structural programs, and reduce boundary customer care personnel control of RM programs to increase seller-owned loyalty and reduce salesperson-owned loyalty.
Customer care system interacts with customers through “listening, responding and improving” stages. There are some ‘touch points’ as customer interact with the organization. These touch points engender ‘moments of truth’. The quality of ‘moments of truth’ decides customer’s continual association and concern with the brand. The process of customer experience at the hordes of touch points creates overall impression of the product and its complex positioning in the mind of customers. There is nexus for effective customer care.
With the persistent relationship, customer may experience positive connectivity with the brand. But this is not always possible if all the customer touch points do not give positive and uniform strokes to the customer. So unvarying experience create trust through these seamless dialogues irrespective of touch points .This tends to fidelity & customers show faith in the brand. The different customer touch points which leave mark on the customer are listed as follows: Brand, employees, product usage, channels and distribution system, mobile network, mailers, web sites, blogs, promotional interfaces, publicity tools, Customer care system. The kindling of this kind creates a hype of the product in the market. The awareness creates categorical positivity about the product and service. This is survival credo for the establishment & sustenance of companies in the competitive arena.
Summary:
The individual customer care personnel with whom customers interface is related ,often represent the most vital vehicle for building, maintaining & upholding strong customer relationships. Customer service creates link between customer and customer care personnel. “Customer satisfaction” is not enough, better is the “customer advocacy”. It comprises the credibility and image building through spreading word as an ambassador of the brand. Customer care personnel plays crucial role in serving customers.
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©2019, Dr. Amit Medhekar. All rights reserved.
