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.There aren’t many brands out there which deserve the title ‘service champion’. However, what makes these unlike the others? McKinsey says: They actually do their homework, in the truest sense of the word. They create and maintain a company culture and convey values with which employees can identify with naturally.
So what creates an organisation that provides outstanding customer care?