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Quality and process approach

Is it Time to Review Your Customer Service?

Is it Time to Review Your Customer Service?

Customers service is not a department or a function. Customer service excellence should be embedded in the culture and behaviours of all people within an organisation, from CEO to reception staff. Research shows that it costs us five times more to win a new customer than it does to keep a current one. But what is customer service excellence in practice? In today’s competitive market it is becoming more and more difficult to retain customers. Features and benefits of our offering play some role in the competitiveness but connecting with your clients on an emotional level is the key to building long lasting relationship. It is no longer sufficient to introduce a competitive service or product to the market, you have to try to anticipate your customer’s needs and expectations and strive to exceed them every time. I have chosen some inspirational quotes from Moments of Truth by Jan Carlzon, former CEO of SAS Group. Whilst the publication was published in 2001, the key message is valid more then ever: The “moments of truth” (those brief instants in which customers come into contact with your front-line staff) define the image of your company in the eyes of the customer.There are still far too many companies that pride themselves on being customer-oriented, but are in reality product- and process-oriented. “Last year each of our ten million customers came in contact with approximately five SAS employees, and this contact lasted an average of 15 seconds each time. The SAS is ‘created’ 50 million times a year, 15 seconds at a time. These 50 million ‘moments of truth’ are the moments that...