Many companies around the world affirm that they are leaders in building a successful relationship with their customers, their culture, processes and structure are oriented to produce quality products and services second to none by the competition, their employees are trained to provide the best assistance and build positive experiences..
They certainly invest large amounts in market research, claim to listen to the "voice of the customer" and remain vigilant in determining their needs and expectations, provide inputs to internal organizations for research and development of new products and services tailored to the needs, and market segments, invest in information technology, develop aggressive programs to promote their products and attract new customers, but they do not achieve the success they desire; their strategies are misguided because while their emphasis is on attracting new customers, they forget the importance of keeping current customers.
Building a lasting, win-win relationship with customers in order to maintain loyalty and preference is so obvious that many companies often forget about it and end up gaining a new customer and losing two. Clients must feel that they are considered and esteemed by their suppliers, that they are treated with courtesy, understand their needs and priorities, and establish Client-Supplier business relationships in a climate of absolute trust; to that extent customers will be loyal to the brands.
Maintaining current clients is as important as capturing new clients because it is precisely current clients who help companies stay afloat during economic crises and recessions. Many of these companies suffer hard economic shocks during recessions because they have not been able to gain the loyalty of their clients, clients will always be willing to pay something more if they feel empathy, they are esteemed and appreciated by companies at each point of contact, and service in every "moment of truth".
The processes, structure, people, culture and strategies must be oriented to "Customer Service" and aligned with the needs and objectives of the business. All these edges must engage and push towards the excellence of the quality of the products and services offered to consumers, to attract new customers and keep current ones "happy", preserving preference and loyalty.
A relationship that lasts over time is built and maintained day by day, it is built in each "moment of truth", with each client, so that each point of contact must be trained, all organizations aligned and have the freedom to take building "Successful experiences" with each client.
This does not mean that we should say "yes" to everything, but that the service providers, those who "face the customer" should feel part of the process, of the company, assume the commitment to assist customers over time, place, quality and quantities required by customers, supported by all internal company organizations. They must have a good knowledge of products and services to be aware of what they can offer and to what extent the company and its organizations can compromise on the product and service provided.
Here in each contact there is a conscious or unconscious management of expectations, because both the client carries expectations in each contact and the service providers generate expectations for clients in each contact, and this is where many times positive experiences are not achieved because Customer expectations were greater than the perception created of what was received.
It should be borne in mind that in each contact there is a management of emotions, because the client comes with the information of his past experiences, with the references received from others, with his humor of the day, with his frustrations and hopes to be understood, expectations have been formed prior to the current contact that block and hinder the creation of a positive experience. This is where the touchpoint owner's ability to place expected levels of expectations in their true and real context predominates, customers appreciate truth and honesty.
In short, if our clients feel "happy" with our products and services, this will result in the respect and loyalty of our clients to the brand, a better corporate image, higher sales volumes, profits for owners and investors, and better compensation and quality of life for employees, that is, we all win.
