15.1 Explain how to build long-term partnerships with customer service
In a world of increased global competition and narrowing profit margins, customer retention through value-based initiatives can mean the difference between increasing or eroding market share. Progressive marketers are searching for ways to differentiate their service from competitors and to build emotional loyalty through value.1
A sales organization that can develop a reputation for servicing each sale (Figure 15.1) is sought out by customers who want a long-term partner to help them with their buying needs. Satisfied customers represent an “auxiliary” sales force—a group of people who recommend customer-driven organizations to others. If customers are pleased with the service that they receive after the sale, be assured that they will tell other people. Research shows that when someone has a good customer service experience, he tells an average of six people; when he has an outstanding experience, he tells twice as many.2
In Chapter 2, we described “partnering” as a strategically developed, long-term relationship that solves the customer’s problem. A successful partnering effort results in successive sales and referrals.
Many of today’s large companies want to partner with suppliers who sell and deliver quality products and services that continually improve their processes and profits. The first sale is only the beginning of the relationship—an opportunity to earn a repeat sale. Repeat sales come after the supplier demonstrates the ability to add value in various ways.3 This value may take the form of timely delivery, superior installation, accurate invoicing, technical know-how, social contacts, or something else that is important to the customer. In business-to-business sales, the relationship should intensify as the supplier delivers extensive postsale support. Taking the customer’s point of view and acting in the customer’s interest, often described as “customer advocacy,” is a major factor underlying repeat business.4