Customer care has made it into the heart of many brands’ advertising messages. But let’s be honest: how many organisations promise WOW experiences à la Zappos and actually stick to this because they cultivate a customer care culture? More than ten years ago, a study by Bain concluded that, from the customer point of view, only eight percent of the service promises were fulfilled. And what about today? According to a recent study, it is still only eight percent, even though 80 percent of companies claim the opposite – they are convinced they are offering excellent customer care.
This result raises many questions, bearing in mind that most customers simply assume seamless service. Many customers switch to a competitor after just one bad experience. It’s true that there are numerous examples of superb customer care. However, most articles cite the same companies over and over again.