Appreciable Asset...

With the spiraling stock depreciation where is a wise place to invest?

If you oversee marketing, it seems one asset is appreciating -- and is appreciated: customer service. According to a recent release from consulting firm Accenture, while customer loyalty is eroding, service is helping customer-centered enterprises remain on top.

“Doing the hard work to deliver the right customer experience --- including service that meets rising customer expectations --- can set a company apart and help it hold on to customers.” says Woody Driggs, Managing Director of Accenture’s Customer Relationship Management practice. It can also help firms draw in competitor's customers who aren't satisfied with the service they're getting.

Demanding times seems to create demanding customers. Accenture found that 73% of U.S. survey takers switched providers in the last year due to poor service, compared with 47% who switched to get lower prices. If this is the case, despite the tanking economy, it just goes to show that value is still an overriding factor in the buying equation.

I recently made a decision to switch several vendors because of service. One wouldn't help me meet a demanding deadline. Another raised prices without notifying me, failed to follow written directions and billed me for their mistake. None of these vendors will realize they've lost my business, or why. I don't have to cancel a contract, I just won't be placing any new orders. And their marketing department will likely chalk it up to the economy.

So how do you know if your customers feel they are being served well? Accenture identifies these 4 most common areas of customer dissatisfaction:

1. Impolite or unfriendly representatives
2. Issues not resolved in a timely manner
3. Representatives don't take ownership for resolving problems
4. Inconvenient customer service hours

I can think of at least a half dozen more. But how do you know where your service falls on the spectrum? I suggest doing a "SATISFY" survey. Don't just ask customers if they are satisfied. Ask them what are the most important factors to make them feel satisfied. Then see how you measure up.

In my mind, the most important key to satisfied customers is appreciating them.

So this Thanksgiving, if you are a client of Sasso Marketing, thank you. I sincerely appreciate the opportunity to be of service to you.

And if you're not a client, yet, give us a chance to demonstrate the kind of service that sets us apart.

Give me a call anytime at 847.451.2246.