• Customers Complain—Or Not
§ If They Do Not Complain, They are Less Likely to Repurchase
• If Customers Complain
§ Their Problems are Resolved—Or Not
If They Complain
—Even If Their Problem is Not Resolved—
THEY ARE MORE LIKELY TO REPURCHASE
THAN IF THEY DO NOT COMPLAIN
Customers Want
• Timely Response
• Informative Content
• Real Person
• Product Information
• 24-Hour Availability
Customers Prefer When
• Experience Sudden Need
• Self-Service Better Than Alternatives
• Fulfilled Their Needs
Customers Dislike When
• Technology Fails
• Process Doesn’t Work
• Poor Service Design
• Cannot Understand Technology
• Customer Care Is A Key Marketing Discipline
• Customer Satisfaction/Loyalty, Enterprise Profit
• Need Business Processes, Customer Segments, Relevant Technology
• Customers Want Choice In How To Access Service
• Cost Per Customer Contact Varies By Channel
• Develop Service Strategies Based on CLV
• Be Sure Technologies Are Satisfiers, Not Dissatisfiers