Daily practice

Customer service is akin to exercise, the more you do it the better it is for you (and for your customer). And, as David Evans, chairman of the Grass Roots group, says, customer service should be practiced every day. Evans, who is interviewed in the article Customer Service to be Practiced Every Day, in the U.K.’s Economic Times,  concludes the following:

a consistently well-delivered product or service at good value goes much further than programs that focus on retaining customers with “bribery.”

To Evans, customer loyalty programs are the “bribery.”  The article says that Evans:

doesn’t care for loyalty cards and says price-driven loyalty is often the lowest form of loyalty. Instead, Evans tells his clients that the best way of retaining customer  is to enhance the overall value of their product or service.

In sum, maintaining a customer relationship is about offering a quality good or service, consistently. People will seek out the better product or service.

What do you think?


Eyes on the prize

Perhaps the main reason exemplary customer service is good for the bottom line is that it builds loyalty.

In the new George Clooney film, Up in the Air, Clooney’s character flies on one airline exclusively, with the goal of reaching the most elite frequent flier status. Very few people get there, and there are fabulous rewards to be had.  The movie shows the process of building this type of intense customer loyalty. The airline rewards the frequent flier with perks, trips, special check-ins,  being greeted by name, and in turn, the flier chooses to fly that airline exclusively. It’s a win-win situation.

Strong, attentive customer service begets customer loyalty. It is that simple. Loyalty is the ultimate prize companies are seeking.

In 2010, ARMA will continue to keep our eyes on the prize: your loyalty, and the loyalty of our customers. We know it doesn’t come easy. We work hard to get it and to keep it.

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ARMA wishes our readers a very Happy New Year 2010!