This is a book about the tactics and execution of customer service, rather than strategy and academics.
Why? Because significantly more companies are under-performing due to poor execution, than are failing due to poor strategy. Too many executives over-think the simple until it becomes complicated. This book makes it basic.
You will discover:
- Customer retention is as important, if not more important, than customer acquisition.
- Why the "boring everyday" will make you stand out.
- Delivering exceptional customer service and measuring customer satisfaction are no longer optional.
- Dissatisfied customers used to tell 8-10 other people about their negative service exprience, now they tell 8-10 million!
- What 95% of most CRM systems are missing? (Hint: The actual customer experience.)
- Gathering service feedback should be real-time, continuous, and provided by actual customers.
- Trendy, one or two-question surveys may have predictive value, but provide very little actionable information.
- Recovering customers who have had a bad experience may be your highest possible ROI activity. Are you doing it?
This book focuses on the practicalities and common sense of taking care of customers and then letting them tell you how you are performing.