Customer Experience News & Trends

What’s the difference between a good and a great customer? (Hint: ‘Show me the money!’)

What’s the difference between a good and a great customer mean to your company? It’s serious business, and contact center pros are at the heart of it.

Good customers buy from you, like your style of service and might even recommend you to a friend. A great customer – those who are often considered “champions” of your products, company and service – will keep your company in business and drive in more customers.

In fact, nearly two out of three (62%) of your customer champions would definitely recommend you to others they know, according to J.D. Power and Associates research. Only 23% of good customers will do that. Almost 60% of great customers will definitely purchase again. Just 36% of good customers will do it.

The goal for agents should be to move every customer toward being a great customer. One way: Add value to every contact. Give customers useful advice – perhaps on how to get better use out of a product they bought or an update that includes an anecdote, a web link or offer to send an email on industry news.

You can also find more J.D. Power and Associates research and ways to use it to improve your contact center at the International Customer Service Association’s annual conference in Richmond, VA, on Sept. 16-19.

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