Your best customer is the one that sustains your business. It is a combination of sales, loyalty, longevity, and profitability. These factors work together to identify the person who consistently supports your company. Recognizing your best customers helps you identify the prospects who resemble them.
Retention
Implementing a CRC strategy requires that the marketing team work closely with the customer care team to identify bottlenecks, policies, and processes that reduce service quality. Everything a company does provides some sort of service for the customer whether it is a marketing campaign, answering questions, or delivering products. When team members start seeing their functions within the organization as serving their customers, it is a game changing event.
The quest for immediate sales overshadows long-term email marketing objectives. Customer retention and prospect conversion take a backseat to the instant gratification received from quick responses to promotional offers.
The American Customer Service Index third quarter results for 2009 show a 2.5% improvement for apparel from 2008. Each quarter the ACSI measures customer satisfaction for a segment of the economy. The third quarter focuses on manufacturing/nondurables.
Airlines are notorious for poor service and customer alienation. Some of the issues are out of their control since they can't make the weather cooperate and have to conform to governmental requirements. Most people understand this and don't hold the companies accountable.
