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The most integral element that is still being missed in the international markets is the overall price associated with keeping the customer satisfied. Customer satisfaction is the key for unleashing a plethora of sale offerings for all of the vendor product lines. Yet, there is no easy way to calculate how much does it really cost to keep the customers satisfied after sales. Is the customer truly satisfied? What was the cost of satisfying the customers? These are questions that require immediate answers from all the international leaders. There is a price tag to keep the customer satisfaction ratings high. But the answer might not only be in honing the skill sets of the call center agents. Or keeping an extensive service delivery team nationwide. There is certainly more than meets the eye.
In a world where customers tend to demonstrate a whimsical pattern to the products and services that are rated and have proven identities; it becomes even more imperative to streamline processes and products to capture the markets for short term as well as long term growth. We live in a world where cell phones are changed every 6 months, credit cards are paid off and new ones are signed within 8 months, television sets are replaced every year and laptops become obsolete within 12-15 months. This is the comparative average of how things change in a world where technology reigns as king. A recent survey conducted in UK stated that the average person is not satisfied with the overall technology gadgets and requires replacements. One of the interesting aspects is the non availability of upgrades options and the no return back guarantees. People tend to wonder and become skeptical if their computers or for that matter any of their gadgets will loose out on their significance even after a few months. Expansion and upgrades sings in the hearts of millions but only some vendors keep this in mind while delivering products and services.
The expectations of customers have risen due to multiple international market scenarios. Extreme competition in all technology related gadgets and service offerings. Cheaper pricing of many goods that were beyond the reach of millions just a few years back or now within reach. The external hard drives were so highly priced that geeks were always working out algorithms to keep only the most important data on the computer or external networks. This is completely changed. External hard drives can not be purchased for only a couple of dollars. Imagine the change in the life style and customer satisfaction.
Primarily, the after sales channels used to determine the overall customer satisfaction ratings. Answers from questions like ‘were you happy with the staff at the service or business centers’ and like ‘how fast was your issue resolved’ were the basic of many strategies and visions of companies. The root cause elements were never highlighted and the overall corporate edifice kept on improving departments that were never really the culprits. In a professional study done at the University of Wyoming, engineering students realized the importance of reiterations of engineer cycles and ensuring that all the customer requirements were fully tested prior to launch activities. Extensive testing of any product and service allows for an overall 45 % decrease in calls to the help line and a good 20% decrease is sales or engineering visits either to the customer premises or visits to the nearest service center.
Imagine the amount of money saved if simply new tests beds were in place and extra engineering hands were hired to test more scenarios. Dell computers assemble all of their computers in different locations around the world. One would wonder how come they have such a small turn over of not satisfied customers and their average calls to the help line are 30 % lower as compared to other vendor help lines. The rule of engagement is going through thousands of tests for each component and executing life cycle tests that provide insights on improving the overall customer satisfaction without any loop holes. The testing of each laptop is strenuous and close to reality scenarios. This eats up time in the beginning but saves the time of the customer. This cost savings for the customer is the make or break deal for Dell.
Jeep Corporation allows the customers to test drive their cars a few weeks in advance and gets to know the experience and communicate it to the company so that all the test scenarios are taken place. Customers are encouraged to play with the vehicle and take it places that even the engineers could not fathom. Their cars are built on customer expectations and feedback only and thus have thriving sales per annual each given year.
Thorough testing of services also is the key to building relationship management and fostering affinity without the hassle of calls back, updates and conference calls. Sony puts their engineering staff through all of the possible customer premises scenarios before departing them into the real world. Their engineers are ready to handle all sorts of customers and issues at different locations.
Ultimately, the price associated with the keeping and servicing the customer decreases and the value saving is not only the customer but the thousands of dollars saving in training undue resources for mistakes that occurred during product and service launches.
Currently, working as a philanthropist and creating a think tank for the betterment of Pakistan. By profession, I am a senior management executive with over 12 years experience developing different product and service offerings to international markets. I have been writing for the last 10 years in the prestigous magazines and newspapers around the world regarding various topics.
Specialty and focus on management, social and political topics. I have lived abroad for the majority of my life and have come back to Pakistan to serve it. Enjoy spending my time with the family and people that want to make a difference to and in Pakistan. Kindly visit http://buildpakistantogether.blogspot.com/
to read about the dedication and progress of the think tank team. The blog has excellent resources, articles regarding work being done for the uplift of Pakistan. I would highly appreciate comments, inputs and suggestions.
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