Going Above and Beyond
Customer service isn’t something you work on when there’s room in the budget. No, it’s THE essential ingredient to the long-term health and profitability of your company.
It doesn’t matter how big or small you are, customer service keeps clients loyal and in turn, keeps them buying products and services.
Making sales without offering on-going customer service is like stuffing money into a pocket full of holes. The business that forgets about its customers after the sale won’t be in business for long.
According to the prestigious Harvard Business Review, the cost of finding a new customer is five to 25 times more costly than working to retain current customers.
If a business does a great job of keeping clients loyal, they don’t have to spend as much capital on marketing to attract new customers to their products. In fact, research shows that increasing customer retention by just five percent increases profits by at least 25 percent. That’s serious money.
The Hyper-Competitive Airline Industry
JetBlue, a US airline on the cutting edge customer service is a prime example of how to make a client feel special. In the hyper-competitive airline industry, they have no choice but to put customers first.
The industry is extremely cutthroat and capital-intensive. Also, the cost for consumers to switch airlines is very small. Recognising this, JetBlue created a unique niche in the airline industry by not only offering competitive prices but also emphasising the importance of the customer experience.
Organising a Parade for ONE Customer
The level that JetBlue goes to satisfy its customers is well documented, but let me give you one of many cute examples.
Back in May 2014, JetBlue passenger, Alexa, tweeted the airline about coming home to Boston and expecting a parade when she landed at the airport. Of course, she was only joking. However, JetBlue decided to take her unusual request seriously and make it a reality.
While Alexa was in the air between California and Boston, JetBlue got to work. By the time she arrived at the airport, she was met by an actual parade organised by JetBlue employees – complete with marching band music!
Not only did this create some wonderful media attention, but it also created a loyal paying customer for life. JetBlue’s actions are a perfect example of outstanding customer service. From a practical standpoint, it proves they’re on point when it comes to social media, and that their employees are willing to go the extra mile to make a customer feel special at a moments notice.
This is how you do business in the modern, connection economy.
In the end, spending time and money on customer service is not a luxury. It’s not even a choice, but necessary for survival. To keep a company growing, the retention of existing customers is essential. That means systems, processes and redundancies.
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