Advertising Agencies – Meaning, its Role and Types of Agencies
“The work of a tailor is to collect the raw material, find matching threads, cut the cloth in desired shape, finally stitch the cloth and deliver it to the customer.” Advertising Agency is just like a tailor. It creates the ads, plans how, when and where it should be delivered and hands it over to […]
Should Asian Firms Adopt American Corporate Governance Frameworks ?
Need for Global Governance Frameworks The key aspect to note about how global corporate governance has evolved to the point of uniformity is the fact that in addition to global capital demanding global rules, there has been a concomitant movement towards converging corporate governance around the world on the US-led model of governance. This has […]
Why Marketers Need to Focus on Creating Experiences to Thrive in the New Economy
Welcome to the Experience Economy We live in the New Economy or the Digital Economy where consumers no longer consume products and services not only for the intrinsic value that they get from consumption but also as a way of “experiencing” value-driven processes. In other words, when consumers buy a brand or invest money in […]
Managing Retailing, Wholesaling and Market Logistics
Companies are looking forward to moving away from the conventional supply chain and moving towards value network. In a value network traditional supplier-wholesaler-retailer are considered as partners rather than as a customer. Companies designing marketing channel under the value network principle need to understand the players, role and their importance. Retailing The act through which […]
Product Management – Key Function in Organizational Structure
Companies have to introduce new products every now and then to stay competitive. The development of new products and managing the lifecycle of the products demand dedicated resources that can incubate new products and manage the product lifecycle. This is the realm of product management that encompasses the roles of product development and product marketing. […]
An organization should understand that response is the key towards creating quality relationship with customers and nurturing the future business depending upon the customer’s perception and senses determined from the response. Response creates a channel of interaction that can enhance business relationship which will be mutually beneficial. This is only possible when the responses from supplier bring forth positive and strong feelings and emotions within customer’s mindset which will help in building a positive image of supplier and in plunging linkage and bonding with customer.
Following are the qualities which a good response should possess:
If a customer gives a phone call or sends a notification or message to a call center of an organization and the respondent returns the call effectively or sends even a tiny acknowledgment, there is a chance of establishing positive relationship and customer acquires the comfort and confidence that he is safe in reliable hands. While acknowledging a customer it is important for the supplier to understand the actual subject line or the exact need which the customer is referring to and then provide responses.
It is obvious sometimes that in attempting to provide the response fast the executives’ responses may become tangential.
Take an example of a Bank customer; he did some shopping on his bank debit card after the bank provided the offer of 5% cash back. After doing the shopping he waited for the bank statement and after receiving it he found that there was no cash back on the shopping he did. So he sent a formal complaint stating the whole issue to the manager of the bank where he has an account. The response came after 10 days which astonished the customer.
The bank thanked the customer for informing the change in the address and assured that they have updated the details accordingly in the database. The matter of cash back was not included in the response.
It is easy to imagine customer’s mental condition on this response. This could have happened when the bank staff would have mismatched the complaints or in hurry would have sent the acknowledgment differently. The response was worse and would have created the following impressions in customer’s mind:
The customer will soon realize that he is not banking under safe hands and will think of quitting the bank as soon as possible. Contrarily, if the bank would have received the complained efficiently and perceived it quickly to determine the actually problem, then they would have transferred the cash back amount instantly into customers account and sent an apology letter for the inconvenience caused due to them to the customer. This would have retained the customer’s faith over the bank and would have made him to continue a long term satisfied relationship with the bank.
It is hence very important to collect the message or feedback intelligently from the customer, analyze the problem effectively and then respond to them. If the complaint or any question is not feasible or is not clear then a frank face to face interaction should be preferred where the situation can be examined and explained sufficiently. Hence good response always keeps the customers intact and satisfied. It helps to bring up good relationship and business deals with them.
Your email address will not be published. Required fields are marked *
