4 Guiding Principles for Building Customer Loyalty

Posted by Donna Walker on 4/11/16 6:30 AM

We all know customer satisfaction is more important than ever to building customer loyalty and increasing retention, so it's fascinating to watch some customers display unwavering loyalty, no matter what their favorites brands do. Take the Chipotle food poisoning outbreak for example; after briefly falling from darling status, Chipotle is already setting the stage for a multi-year comeback with their “Better Burger”. And remember when Amazon raised the price of Prime Membership from $79 to $99 annually? We fussed, we complained on social media, but then we renewed anyways. With these examples in mind, here are four guiding principles your organization can use to build that kind of customer loyalty and prevent attrition.

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Topics: customer loyalty, customer retention, customer support, customer service, TSIA Partners

The Difference Between Customer Service and Customer Success

Posted by Jodi Beuder on 1/13/15 6:30 AM

When working in customer facing businesses, there are a number of terms thrown around that revolve around the customer. We hear such phrases as “customer service,” “customer success,” “customer experience,” “customer loyalty,” used repeatedly, but just because these phrases are common within our industry, it doesn’t mean that their meanings are obvious. We’re going to focus on clarifying the difference between two phrases that are often confused with one another: customer service and customer success.

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Topics: customer loyalty, customer success, customer support, TSIA Partners

Support in the Era of Consumption Economics

Posted by David Kay on 12/19/14 9:30 AM

12 Days of Insights 2014: Day 10

To celebrate the holiday season, we’re giving the gift of knowledge! Join us as we share our favorite posts from top technology services thought leaders in our 12 Days of Insights blog series. 

I've heard quite a few support leaders say that they know they're doing a good job because they're resolving issues quickly and their customer satisfaction surveys are good. Because, you know, that's what support does. Close cases. Quickly. In a way that satisfies customers. Mission accomplished; let's grab a beer!

Not so fast.

This belief begs the question of why the support organization exists. Because most of the activity, headcount, and budget are tied up in closing cases, it's easy to assume that the business of support is closing cases, full stop. But that's far too limited a view of our business.

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Topics: customer loyalty, customer satisfaction, customer retention, 12 Days of Insights, TSIA Partners

Redefining Customer Experience for the Cloud -- Part 1

Posted by Neil Jain and Singu Srinivas on 6/10/14 12:23 PM

In an increasingly cloud-based world, delivering a world-class customer experience is a whole new ballgame for many technology companies. Given the recurring revenue centric approach of most cloud offerings, software, hardware and infrastructure company executives are realizing that the post-sale operating model is critical for reaching profitability goals as their businesses scale. Maintenance, Customer Support, and Retention (MCR) functions need to move to the forefront and become the most essential areas to drive profitability within the subscription model.

Understanding how best to operate, organize and enable these functions are critical for exceeding customer expectations, delivering business benefits and growing the downstream recurring revenue base for each account.

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Topics: customer loyalty, customer experience, cloud, customer retention, customer experience management, customer support, SaaS (software-as-a-service)

Consistent Experiences Drive Customer Satisfaction and That Drives Customer Retention

Posted by Dennis Gershowitz on 4/16/14 4:44 PM

Imagine you are driving to work on Monday, following the same route you've driven for the last five years. You see a traffic light change from green to yellow, and for just a split-second, you think about hitting the gas pedal to get through the intersection before the light changes to red. Instead you slow down and stop because you know the light will stay red for two minutes, and that will not disrupt your arrival time. 

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Topics: customer loyalty, customer satisfaction, customer retention, TSIA Partners

Churn Is a Downstream Issue. So Don’t Fix Churn; Create an Anti-Churn Environment

Posted by Francoise Tourniaire on 4/4/14 1:54 PM

“The problem of churn is very similar to that of staff turnover: You don’t fix turnover by talking employees who are quitting into staying, you do it by creating a great place to work.

Losing customers is not a good thing, so many vendors actively try to fix churn, often by “saving” customers who have failed to renew. But churn is a downstream issue: Customers leave because they fail to find value in the products or services. Once they decide the value is not there, saving them is unlikely, even with significant financial concessions. The problem of churn is very similar to that of staff turnover: You don’t fix turnover by talking employees who are quitting into staying; you do it by creating a great place to work.

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Topics: customer loyalty, best practices, customer churn

Support Services: Building a Customer Loyalty and Satisfaction Program That Actually Retains Customers

Posted by Jodi Beuder on 3/12/14 3:53 PM

If you have been seeing decent or high customer satisfaction marks from your customers, yet you feel that your loyalty programs aren’t retaining these same customers, it may be time to revisit your strategy.

In B2B sales, retaining customers is one of the most cost-effective marketing steps you can take. It costs an estimated five to ten times more to gain new customers than it does to retain existing customers, according to research. If you’re like many companies, you attempt to retain customers through various forms of customer satisfaction measurement and customer loyalty programs, but to what effect? If you have been seeing decent or high customer satisfaction marks from your customers, yet you feel that your loyalty programs aren’t retaining these same customers, it may be time to revisit your strategy.

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Topics: customer loyalty, B2B, support services, customer satisfaction

A Maturity Model for Customer Success: Go beyond Making Customers Happy

Posted by Francoise Tourniaire on 2/7/14 1:10 PM

Discover a sustainable framework for moving up the C-SAT ranks in your customer support organization. Escalating through these ranks will not only delight your customers, but they will remain loyal to you as a result.

Many support organizations have a customer success or account management program with the goal of creating tighter relationships with customers, providing proactive recommendations, and generally ensuring customer loyalty in the long term. The programs can be fee-based or provided to customers of a certain size―but the question is: Do they work? Here’s my take on a maturity model for the customer success/account management functions.

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Topics: customer loyalty, customer success, customer support, technology maturity

Redefining the Customer Experience

Posted by Dennis Gershowitz on 11/21/13 3:12 PM

 

They say that you never get a second chance to make a first impression. This is especially true in the business world, where a bad customer experience can deter customers from purchasing from a specific brand or company. Building customer loyalty depends on creating friendly and professional interactions every time, regardless of the channel.

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Topics: customer loyalty, customer experience, customer satisfaction, customer experience management, TSIA Partners

1-2-3 Strategize: Creating an Effective Strategic Plan for Support

Posted by Francoise Tourniaire on 8/27/13 8:32 AM

“The typical audience for strategic planning is the senior management team—but consider adding special guests to enhance the process, such as a marketing contributor or a senior support engineer. It’s a great development opportunity for them, and it will significantly benefit the planning exercise by bringing in solid practical expertise.”

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Topics: support, customer loyalty, customer satisfaction

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