News: Customer Service/Care
Good customer service 'requires firms to respond to feedback'
24 April 2009
Strong customer service requires businesses to acknowledge the feedback given by their users, an expert asserts.
Dr Laura Brooks, vice president of research and consulting at Satmetrix, tells Sales and Marketing that failing to follow up on responses can alienate these individuals.
She says it is important for staff to differentiate between customers to determine which need a priority response.
"Organisations may want to follow up immediately with detractors who carry high financial value to understand their issues and attempt recovery," she asserts.
Dr Brooks tells the news provider that customer service staff should divide those who leave feedback into three groups - satisfied promoters, neutral passives and negative detractors.
She says that since frontline customer service employees have the most interaction with these individuals it is vital they are given training in how to respond to these issues.
Jim Boring, marketing communications consultant, recently told the news provider that brand reputations can be at risk if customer service facilities are outsourced.
