Companies continue to be more interested in acquiring new customers than in retaining existing ones in a proactive manner.
That strategy worked in the past. But in the digital age, customer acquisition is just one of the factors of success. Customer service, with a specific focus on reducing customer churn, is now a critical factor for growth.
The Purchase is no Longer the End Goal of the Game
The traditional path of linear purchasing: going from discovery to consideration, assessment and purchase, is dead. In the digital age, the prevailing model is a high-fluidity, no-stopover customer. With easier access to more information, products and channels than ever before, customers are continually assessing products, services and promises from the brands around them. They are in a permanent state of "assessment." And their expectations are at all times high, as is their tendency to leave providers that do not give them what they want.
MEET THE COMPLETE STUDY: SERVICE IS THE NEW SALES. ARE YOU READY TO SEIZE THIS OPPORTUNITY?
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Accenture’s Global Consumer Pulse Research showed that nearly two thirds of consumers changed at least one of their providers because of bad service.
After a bad experience with a company, 77% of customers will tell others. And 28% will post negative reviews online.