 |
 |
 |
|
08.11.10 Better Experience Through Excellent Service  By Jacob Morgan A key tenant in Social CRM has always been around providing users with a better experience. In addition to delivering a great product one of the best ways to provide a better experience is through excellent service (yes there are other things). Here's a simple personal example. In my neighborhood there are two large grocery store chains; a Trader Joe's and a Safeway. I spent my first few months living here going to Safeway because I didn't know the Trader Joe's existed (even though it was half a block away…ya, don't ask). Safeway is a typical large grocery store complete with their Safeway card "loyalty" program. If you've ever been to a Ralph's, Lucky, or a Food Emporium then you know exactly what I'm talking about. The service at all of these grocery stores is usually the same, that is to say "neutral," as is my experience. Trader Joe's on the other hand offers superior service (at least all the ones that I have been to). There is never a shortage of clerks that I can harass ask about food, there is usually a friendly "sampler" at the back of the store ready to over me some type of food I've never had (two days ago it was edamame humus and naan), and I get the sense that employees care that I'm there (on numerous occasions employees opened up bags or boxes of food to let me try the contents before I purchased). Overall the service at Trader Joe's is great, and so is my experience. What's the point? Well the point is to say that service largely shapes our experience, and the question is, "would you pay more for excellent service, if so, how much more?" According to a recent American Express study, "Americans will spend 9% more with companies that provide excellent service." That's actually quite a significant number (and would be even if it was 5%). Consider the following the numbers from the study: • 91% of Americans consider the level of customer service important when deciding to do business with a company • 24% of Americans feel that companies value their business and will go the extra mile to keep it (which means 76% do not) • 48% feel companies are helpful but don't do anything extra to keep their business • 21% believe that companies take their business for granted • 75% are very likely to speak positively about a company after a good service experience • 59% are very likely to speak negatively about a company after poor service • 81% are likely to give a company repeat business after a good service experience • 51% are likely never do business with a company again after a poor experience Continue reading this article. About the Author: Jacob is the principal of Chess Media Group, a social business consultancy focused on developing Social CRM, Enterprise 2.0, and Social Media strategies for mid and enterprise size organizations. Jacob is also the author of Twittfaced, a social media 101 book for business. Jacob authors a top ranked blog on Social CRM and Enterprise 2.0 and can be found on Twitter @JacobM. |
|
| ||||||||||||||||
-- WebProNewsCanada is an iEntry, Inc. publication -- iEntry, Inc. 2549 Richmond Rd. Lexington KY, 40509 © 2010 iEntry Inc. All Rights Reserved Privacy Policy Legal
|
