Tracking Attitude is Good for Business
- ContactCenterWorld.com, July 30, 2008
It comes as no surprise to anyone in the business community that customer experience management has risen to the boardroom as a key business issue. Today's consumers might be bombarded with advertising campaigns and invitations to ‘switch provider' but they are far more likely to remain loyal to a brand, product or service based on good experiences. Poor service directly impacts new and repeat sales, with a knock-on effect on customer advocacy.
For many years, the CRM industry has promised to unlock the secrets of loyalty by using historical purchasing behavior to predict future purchasing behavior. This promise, however, assumes that repeat purchases equal loyalty. Companies want to believe that they can predict purchasing behavior this way, but in fact, most repeat purchases are simply driven by a lack of other choices. Unhappy customers will change their buying patterns given an alternative.
Instead of tracking past performance, companies seeking to make a real impact on customers would derive more benefit from trying to understand customer attitude towards the products and services they offer.
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