The claim is strong, but it is so. There is nothing wanting to keep the price all customers. For, let us say, the law of life is born, lives and dies. With customers is the same thing, there are customers are loyal and later disenchanted.
I always wanted to avoid the syndrome Malussen when I had to manage the customer care of a large company. Malussen is a character of fizione by Daniel Pennac, French writer who has had success with a series of novels in which the protagonist is Mr. Malussen and his whole family particular inhabitant of Barbez district of Paris. The employment of Mr Malussen is to be the "goat espiratorio" of customer care in a department store. When a customer complains, called Mr. Malussen affected all improper for customers so they feel listened to and can stay customers. So the desire to maintain all customers called the syndrome Malussen.
It completely inefficient from an economic standpoint. A dissatisfied customer will cost very expensive in terms of compensation, will cost very expensive to maintain a structure that can dedicate to keep all customers, already is internal or outsourced, will cost very expensive in motivating people who work in these facilities to customer care, may to make wrong decisions in the Top Management and a minor ownership of the distribution network.
Vediamole un po '. The first thing to say is that despite no companies in recent years have made enormous efforts in CRM (Customer Relationship Management) and in a part of this is that relating to customer care, it is not possible, or it is, the information available is not sufficiently treated to make concrete decisions for a score concrete. The dream would be to make an assessment of one to one for that customer dissatisfied statistically assess whether duly compensated and / or satisfied will be a loyal customer.
If cost is not expensive, because there are not enough studies that indicate that a dissatisfied customer who was compensated after return to buy our products. Keep an unhappy customer will cost us dearly in time, because every problem its demand will exceed our cost or guarantees will be monstrous.
Will cost us dear because we will have to devote a major part in dealing with a limited number of cases documented in vain because, should be called in, followed compartment must be checked ... a lot of people for a few cases.
Will cost us dearly in terms of justification of that staff that manages the cases or those involved in the practice, in what are called into question for their decision. The first talk because they have always doing good smile at people sometimes too rude and this day was No. day. The latter because it calls into question his professionalism, for the love of God, you can always go wrong, but then not stay talking to a customer lost, but a customer recoverable. Moreover, the continuing pressure to close cases quickly in solving them makes changes to plans and processes of normal work.
Will cost us dearly in terms of wrong decisions of the Top Management, because nobody wants to see and write less if an answer was negative. This leads to pressure to follow up, sometimes more to a desire for a secretary concerned about closing a practice that not Top Manager sees it as a formality. But not limited to, the information derived reports of customer care can lead to errors hindsight compared with the volumes of customer portfolio. Many times you see x cases of customers, but it was not aware of the infinitesimal part that they represent as a whole. Bringing to think that we have a problem bigger than what it is.
Finally, a rilasazione in our distributors. If their healthy that there is always a further application solutions that cases may take action on two forms: the first referring to the sender, that is causing the action of customer care producer and the second by default, acting slightly more knowing that you c ' is a problem can always count with a producer who will fix it. In both cases we lose the responsibility of those who must act so that all work processes and is efficient.
I know that a dissatisfied customer will speak to his male friends or to the press and that this will generate a further loss, but as in battle, unfortunately the losses we are and we must take. What you do is that these losses are acceptable. Why are acceptable is that we need a clear policy of customer care, defined in its processes and its decisions, only then can be efficient. Processes and decisions that should be known by all the players that have to do with customers, so to be able to give them the responsibility for managing the customer and not hide or omission does not manage customers.
Ultimately, not to send a whores a company, even if this sounds to be heard, some customers had to be lost.
