Return on Behavior Magazine
Home for marketing and customer service professionals

Customer Experience

September 26th, 2009

Your company’s bottom line is tied to customer satisfaction

You can measure your company’s value by your customer service!

Researchers discovered that regardless if your customer service is outsourced either on shore or off shore this affects the net worth of your business. If your customer service satisfaction as determined  through American Consumer Satisfaction Index (ACSI) created by National Quality Research Center at the University of Michigan declines so does your company’s value.

This information was presented to determine the impact of off shore outsourcing of customer service. The researchers reviewed the outsourcing
actions from 1998 to 2006 of 150 North American companies including business units. All companies that outsourced their customer service
registered a decline in the ACSI scores. What is interesting the declines stayed the same regardless if the customer service was outsourced
domestically or overseas.

The historical data suggests that the ACSI scores and the companies’ share prices tend to move in the same direction. Within this research, the range
of that drop averaged between 1% to 5% based upon the industry for each respective business.

When businesses outsource customer service, they are widening the gap between the business and the customer. Today’s customers are pretty
savvy. They are not shy at all about asking the location of the customer service center especially when the customer service representative does not
speak fluent English.

This research only strengthens previous customer service data that building customer loyalty is critical to organizational success. With the average
business losing 10% of its customers annually and acquiring new customers costs 5 to 6 times more than keeping existing ones, businesses must
create exceptional customer service action plans that will develop customer loyalty from additional purchases to making those precious referrals.

Customer Service Coaching Tip: Survey your customers and ask them the level of your customer service satisfaction based upon their expectations
(not yours)? Then also ask them if they would refer your business to someone else? Finally, asked them the last time that they referred someone to your business. These 3 questions will help you build an action plan to secure an exceptional high performance culture that will improve your bottom line results.

Is your business facing inconsistent or insufficient cash flow, lacklustre sales to poor productivity? Then do you have an action plan or are you Captain
Wing It flying by the seat of your pants?

About the Author

Leanne Hoagland-Smith

Are you where you want to be? Why not build loyal customers by aligning strategies, systems and people? Call Leanne Hoagland Smith at 219.759.5601 for a free customer loyalty and begin to unlock those results that you deserve.

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