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Customer service essential to keeping brand loyalty

Modern companies work hard to build brand loyalty among customers, but a new survey suggests that without strong customer service, this is an uphill battle.

Modern companies work hard to build brand loyalty among customers, but a new survey suggests that without strong customer service, this is an uphill battle.

A survey by Harris Interactive and inContact found that customers were more likely to make decisions based on customer service options rather than brand loyalty. More than half of respondents (56 percent) indicated they were somewhat likely to switch brands based on customer service options, Marketing Land reported. These results show the importance of having an organized and friendly call center that is capable of providing personalized service.

Call center incentives can help organizations boost the performance of their contact centers by engaging employees. Reward programs also motivate workers to provide outstanding service by recognizing the importance of each call. These initiatives also help employees adopt new technology by providing incentives for its use.

Social media and other customer service channels can have a large influence on firms' ability to capture sales. Sixty-eight percent of the survey respondents said companies that only had 1-800 numbers seemed outdated, with 96 percent stating that it was important for firms to provide the option of email communication. 

"The smartest companies are quickly adapting to changing consumer behaviors and needs, extending customer service beyond just phone and email to mobile apps, text messaging, chat and social media," Paul Jarman, CEO of inContact​, said.

However, companies need to remember that offering customer service is not the same thing as being a customer-centric organization, according to Business 2 Community. Any firm can meet customer expectations, but few organizations have managed to build a culture that truly puts the customer first to exceed those expectations. Call center incentive programs can be a valuable tool in creating a customer-centric culture. Recognizing workers who go out of their way to solve a problem and ensure a quality experience for a client encourages all staff members to strive for better service.

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