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Article #1: Why Satisfied Customers Defect
This fantastic article explains the difference between
satisfied and very satisfied customers and shows that in
very competitive industries loyalty does not become real
until your customers are very satisfied. The authors also
define loyalty -- Apostles, Loyalists, Defectors,
Mercenaries -- vs. satisfaction as well as strategic ways to
listen to your customers.
Article #2: Using CRM for Better Customer Service
Using many industry and Call Centre examples, the authors
explain how to use data to build out better customer service
experience. Some good examples of integration across
channels, why companies don't often make the connections,
and how to leverage your website.
Article #3: Customer Service Issues in Banks
A quick 2 page article outlining the "moment of truth"
events that occur in banks and how customers perceive them.
The message is: fix the negative impressions and customers
will give you more business. |
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