The Virtuous Cycle of Customer Care

The Virtuous Cycle of CUSTOMER CARE AGENT • As customers grow more familiar and intimate, it becomes less expensive to maintain and service the customer. Profits go up. • Front-line employees are properly trained, given the best tool, and treated with respect and care. As a result, they know management takes a "long view" of customer care. All these factors mean that they are free to take pride in the brand they represent. satisfaction HIGHER PROFITS, awesomely- RESPONSIVE costs lower Customer Care AMPLIFIES • Cost of aquisition • Satisfaction • Customer intimacy • Cost of maintenance • Cost of servicing • Likelihood of defection SERVICE • The customer, because of the dynamic, “layered" relationship developed over time, becomes increasingly loyal and vocal in referring others and voicing positive opinions. • Higher margin purchases • Ancillary purchases • Customer • Sensitivity to price changes referrals • The company's emphasis on responsive service demonstrates to the customer that their satisfaction is the top goal. The company makes it easy for customers to do business with them. • Positive word of mouth CUSTOMER ΟΥALTY & evangelism Customer CUSTOMER • The customer enjoys the experience, engages actively and eagerly in a "dialogue," feels a sense of belonging and trust in the brand because of the loyalty that the company demonstrates on their behalf. alifaction Care REDUCES