Service organizations have recently dominated headlines for failing to meet basic customer expectations. In a recent survey, we found that 26% of consumers stopped using or buying from a business in the past year, citing poor customer service experiences as one of the top reasons why.
It’s time to rethink customer service and advocacy and the critical role they play in attracting and retaining customers. Companies that get service right can realize tangible benefits through cost optimization, attraction of new customers, and improved customer retention and lifetime value.
Companies should approach service as an opportunity to create real connections, both by making technology feel more human and giving employees what they need to create better experiences. Customer advocacy also helps move service from process administration to a reflection of the known and anticipated behaviors of a customer. But getting service right often requires making hard choices about what role your organization is going to play. Recognizing that you can’t be everything to everyone, how do you decide what your service organization needs to be?
Customer service models fall on a continuum that ranges from transactional to concierge, with each model focused on driving a different set of outcomes and experiences. Defining your role in service starts by answering tough questions about what value you want to drive, how customer needs may differ by your products and services, and what resources are required to enable your service vision. Depending on your response, you’ll sit along a spectrum of service models that range from quick, frictionless transactions to in-depth advocacy and relationship building.
Recognizing there is no one “right” service model, and many businesses may fall somewhere along the continuum, the challenge lies in designing the service model that balances both your business and customer needs. That’s where our knowledgeable professionals can help.
Companies can win by focusing on the values and capabilities that increase their customer attractiveness and advocacy. A service model transformation starts with key questions to help you understand your values, what your customers expect and your service capabilities.
Learn how your company can drive customer attraction through a focus on customer experience and values alignment.