Customer Experience News & Trends

What we all can learn about customer loyalty from 5 innovators

Sales reps and medical science liaisons have used what they hear from buyers and customers to refine education materials and product details so physicians can pass on the most accurate information — and to further ensure patients use the prescriptions properly.

At the C-level, leaders making decisions that require extensive change gather and look at the customer feedback at regular meetings before going forward. It’s helped them maintain a customer-centric culture that’s ensured loyalty across brands, Bain & Company found.

4. Gather and use feedback

Gathering feedback and using it immediately can be a real loyalty booster and sales generator.

One luggage manufacturer went to its retail customers — not just distributors or retail operators — to find out where they could improve service. Customers responded, revealing something the manufacturer didn’t expect: They actually wanted to see sales reps more often so they could learn about the latest products.

It would be an investment to put the sales reps out in the field more often, but it was one that would pay off in the end. The company invested in more sales visits, especially to the highest potential stores, where they spent time educating customers and sharing sneak peeks at products.

That helped the company on two fronts: The increased presence with its B2B partners earned them a longer period of time in display windows, and the extra exposure generated 5% sales growth.

5. React to problems

TellMeMoreFor B2Bs, gathering customer feedback presents an opportunity to uncover recurring issues that distant customers (end-users) might not otherwise have the chance to reveal.

More importantly, it gives them the avenue to correct those issues and make gains in customer loyalty.

When E.ON, a European power and gas company, gathered feedback from new customers, it quickly realized that customers expected more than what the company had promised and delivered as far as rebates, taxes and features.

So the organization gave customer service agents more tools and training to ensure they conveyed the right information on the company’s products and overall value proposition. That helped set up the right expectations, which created a better, loyalty-building customer experience.

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