Client service is a discipline as old as sales itself and while the underlying principles have remained almost unchanged, the way individuals engage with companies has changed substantially. With the development of the Internet the opportunity for clients to both find you and leave you in favour of your competitors is substantial. It's no longer the case that companies operate in a captivated and non-competitive market. The barriers preventing consumers from switching between companies are so low that a single unresolved customer slip up is often enough to lose a client for good.
As all marketing managers know, the cost of acquiring a new client is considerable and in the world of increasing competition it is becoming consistently more expensive.
The only solution is "relationship marketing" - also known as client retention marketing or client service. This functions on the principle that if you can make your clients happy and provide them with legitimate value then they will become word-of-mouth (WOM) agents for your brand. This provides the mechanisms for new sales to be made without an upfront investment by the company.
As all marketing managers know, the cost of acquiring a new client is considerable and in the world of increasing competition it is becoming consistently more expensive.
The only solution is "relationship marketing" - also known as client retention marketing or client service. This functions on the principle that if you can make your clients happy and provide them with legitimate value then they will become word-of-mouth (WOM) agents for your brand. This provides the mechanisms for new sales to be made without an upfront investment by the company.
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