Satisfying customers is a costly process; some would say it costs everything. That is, I have owners who tell me their entire business is configured around the idea of making customers happy! Kudos to those men and women! Diffusing customer engagement activities throughout the organization is difficult to do, especially for my clients in the billion dollar club. With $5 million in revenue, you probably already had a hard enough time reaching everyone and getting them on the same page, much less in the same room. But by the time you are operating in 5 continents and include all the cultural things that expansion may imply, implementing customer engagement activities can be difficult.
An article from McKinsey Quarterly titled Five ‘No-Regrets’ Moves for Superior Customer Engagement recently caught my attention. It dealt with two subjects dear to my heart, 1) getting customer satisfaction to occur at every touch point and 2) controlling the cost of customer satisfaction. Here are the five ideas encapsulated:
Several of these ideas, if done well, will not only contribute to overall customer satisfaction, but will reduce costs by coordinating spending across functions and repurposing dollars to be spent in new, more effective ways.
Click here to view the original article. I recommend you read it.