Wednesday 31 October 2012
A number of customer service myths may be causing business leaders to make the wrong decisions, it has been suggested.
Mark Healy, managing director of Torque Consulting Group, said many executives are basing their strategies on misconceptions - and this could be hampering their growth.
Firstly, he said many companies feel they cannot attract customers unless they offer the lowest prices in the market.
However, writing for the Globe and Mail, Mr Healy claimed that many consumers value the quality of customer experience higher than the cost of goods and services.
Another myth is that the best product always wins the day, he claimed.
Mr Healy argued that it is usually the best marketed product which emerges as the market leader, given that a number of companies may offer a similar standard of service.
"Sometimes good enough is good enough – check with your customers before over-investing," he added.
Equally, Mr Healy disputed the belief that businesses always need to offer a wide range of products and services.
He said that many are using up valuable resources trying to create multiple offerings, which often results in them spreading their resources too thinly.
Mr Healy also questioned whether customers are always concerned about engagement levels.
He suggested that many consumers do not actually desire two-way communication with businesses, contrary to popular belief.
Posted by Jenny Arthur