What Service Customers Really Want
In the early class we talked about what CEM is, why and how CEM gradually took place of CRM. Yes, we all know that customers’ experience is important. The question is, how to give customers satisfying experience?
A research shows that in terms of good experience, they care most about two things: Is the frontline employee knowledgeable? And is the problem resolved on the first call? It means that if the company is trying to give its customers good experience, it should first pay attention to above two questions.
This is a 2009 article, and something in it may not be true now. However, we can use the method in this article when we are trying to improve customers’ experience. In other words, before you offer service, you should first find out what customers need most, what can make customers’ experience better. If you don’t listen to your customers, even if you are offering good service, it won’t have a significantly positive effect on customers’ experience because they just don’t buy it.