Building Loyalty After the Sale with Customer-Driven Support Channels and Languages
Tuesday, December 22nd, 2009
The following article was submitted to CustomerThink.com by Mark Tapling, President & CEO of Language Weaver:
At a recent event I attended, Greg Oxton, executive director of the Consortium for Service Innovation, said that a company’s brand is, “what your customers say about your company to each other when you are not around.” This statement started an interesting dialogue in our company and with our customers and prospects. It is also a good starting point to consider how companies can do more to make sure they aren’t dropping the ball on customer communication and putting their brand at risk.
In an economy where people are cutting back everywhere you turn, how can you ensure that your customers are saying good things about your company so that your brand presence is positive, even when you aren’t around?
Most companies pay a lot of attention to what people think about the company when they are trying to make a sale, but there are a few things that companies big and small should consider to make sure customers are happy with the company and the experience even after they make a purchase.
Being able to sell to a diverse customer base is one thing, but it’s just the first step in an ongoing process of fostering successful customer interactions if winning loyalty is your goal. It might be daunting to engage call center representatives who can respond to queries in multiple languages, but many customers are thrilled to find support information in their native tongue online. Self-service is the ticket.