Steve Downton, Downton Service Management Consultants Ltd, Noventum Group
Many customers presume they know what product or service they require. Creating trust with the client is what is necessary to get the customer on side, to both expect and receive the service that they really require, at the optimum cost. Quite often a customer demands a specific requirement he wants, but not necessarily needs and is demanding of a level of performance that is unnecessary or wasteful.
Businesses that have really understood their business model will recognise their value proposition to the customer and not try to do everything.
Gaps and cracks are beginning to appear with companies who seemed capable of delivering on the marketing hype regarding their customer service, but have patently failed because the processes were not in place to deliver to the promises, especially once the pressures of volumes and margins became crucial. The result has been a very cynical customer base who does not trust what they hear, only what they can touch.
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