Branding Your Complete Customer Service Experience
Please note it is your responsibility to evaluate the accuracy, completeness and usefulness of any information, opinion or advice contained in the content below.By Vera Lang
To build a strong brand with a loyal customer base, your business must create a complete chain of customer experiences with outcomes that your customers value and adore.
Repeat business is the most profitable business, and so all business should aspire to build customer loyalty. Customer loyalty is based on customer service experiences. These experiences are not merely at the point-of-sale or the exchange desk. Instead, they encompass the compete chain of customer experiences.
They start with the time when, where and how your customers hear about your brand, their first contact with your brand – which may be your website -. They extend all the way to a time that they receive a notification that their warranty is about to expire and that extended warranty is available to them. And beyond this, of course.
Strong branding is the result of this consistent delivery of customer experiences, through distribution and media channels. In these customer experiences, what is important is how your customer feels when they are in your brand presence. How do you manage this? What kind of service is needed?
There is my 4-part approach for loyalty- & brand-building by managing the complete customer experience:
1. Manage Brand Loyalty and Customer Experiences From The Top.
Senior management should be responsible, not a service rep nor middle management. By putting the management of customer experiences in the hands of top management, a bird’s eye view can be applied encompassing the complete set of customer experiences. Furthermore, it gives a clear message to all that your business takes satisfying customer experiences seriously.
2. Complete Measurements Go Beyond Metrics.
Management is to set explicit brand value propositions plus guidelines for employees and channels to bring these value propositions alive. Monitoring click-through rates, conversion ratios or phone-time-on-hold metrics should be complemented with complete customer interaction review.
3. Detail Key Customer Scenarios through Research. Market segmentation can help in pinpointing what customers consider important outcomes of key scenarios. After all, not all customers have the same needs and wants. Detailed market research reveals what customers consider to be key-scenarios and what factors to get right in each scenario. You will find that this kind of market research will give your business an edge over competition that is not necessarily transparent to your customers.
4. Put Complete Customer Experience Management Protocols In Place. When performance metrics and evaluation results are not reflecting your intended brand value proposition, a process should be in place for prompt corrective action.
In Conclusion
Once you and your company have established both the leadership for and the appropriate means of managing and evaluating your Complete Customer Service Experience, you’re ready to actually tune the experience and so create customer loyalty. Loyalty results when customers feel understood and cared for. A strong brand shows business choices that foster loyalty. This article offers a path to successfully strengthening your brand.
Related Articles on MyPersonalCMO.com
- About
- Google Adsense: Keeping Your Account From Being Disabled and Useful Books About the Program
- Vital Component to Marketing Success: Establishing Credibility
- Google Adsense: Having Multiple web site* For One Account and purchasing Google Adsense “Secrets”
- Making Money with Articles: Picking a Good Web Hosting Company
Latest Marketing Research Insights from eMarketer
- Will Paid Content Put Publishing Back in the Black? 8 Mar 2010 at 9:01pm
- Social Media Complicates Work-Life Balance 8 Mar 2010 at 9:01pm
- Staying Relevant with Targeted E-Mail 7 Mar 2010 at 9:01pm
[CaRP] Unknown option (corder). Please check the spelling of the option name and that the version of CaRP you are using supports this option.
eMarketer Articles
Internet, Business & Ecommerce Statistics: Email Marketing & Online Market Research
Recent Articles on MyPersonalCMO.com
- Can You Really Use Articles To Build Your List?
- How To Grab Your Readers Attention With Your Subject
- How To Get Your Subscribers Begging For More
- How To Build A List Of Eager Subscribers
- 7 Ways To Make Money Using Nothing More Than Your List
- 5 Things To Consider When Publishing A Newsletter
- 4 Ways To Get Your Opt In Subscribers To Trust You Quickly
- 4 Crucial Things You Need To Do To Build your List
- The 3 Things To Avoid When Emailing Your List
- 3 Quick And Easy Ways To Build A Profitable Opt In List
Free Newsletter
Sign up for My Personal CMO's free daily newsletter. It is filled with tips and ideas on Business & Marketing Strategy, Brand Positioning, Market Segmentation, Niche & Target Marketing, Product & Category Marketing Management, as well as online and traditional marketing Best Practice, including Affiliate Marketing, Email Campaigns, Online Advertising, PR, SEO, CRM and other latest technologies and trends.
Your email address will be kept confidential and won't be shared. It is also easy to unsubscribe at any time.
If you enjoy this site, you are sure to enjoy My Personal CMO newsletter too !
Site Search Tags:
Business Strategy, HR Management, Marketing Strategy, Brand Positioning, Market Segmentation, Market Share, Niche Marketing, Product & Category Marketing, Sales & Marketing Channels, Strategic Alliances, Target Marketing, Marketing Tactics, Advertising & Promotion, Marketing Tools, Online Marketing, Affiliate Marketing, Digital Information Products, Email Marketing, Online Advertising, Google Adsense, Google Adwords, Public Relations, Search Engine Optimization, Sales, Electronic Commerce, Lead Conversion.
Share and Enjoy:
December 12 2007 02:15 pm | Brand Positioning and CMO and Customer Service and Marketing Strategy and Sales
Branding Loyalty Thru Complete Customer Service Experience Management | Jan Ice And Becks on 17 Dec 2007 at 6:19 pm #
[...] Find a complete write up of the approach at http://mypersonalcmo.com/branding-your-complete-customer-service-experience [...]
Branding Loyalty Thru Complete Customer Service Experience Management | 322 GOLD REAL ESTATE COMPANY on 27 Dec 2007 at 9:56 pm #
[...] Find a complete write up of the approach at http://mypersonalcmo.com/branding-your-complete-customer-service-experience [...]