The UAE has proven its strength across a multitude of business areas. However, an area that’s sadly not kept up to speed with the country’s dramatic progression is the customer experience.
What this has created is an opportunity for businesses to take the lead and really own a large section of market share. A shining example of progressive customer service, and as a result market share, in the emirates is Careem, the taxi service provider. Careem has cleverly identified its top 10% of clients and makes personal calls to them every month to ask their opinion as to how they might improve their service. Out of this, Careem Kids was born. Customers didn’t want to have to carry car seats around with them so Careem launched this new – quite brilliant service, which has made lives easier for parents and increased its offering and customer base, all in one.
Companies should be reinvesting budget into designing customer experience journeys and focusing on creating memorable interactions with their customers. Overall it is more cost and time effective to create a repeat customer, than to constantly attract new business. That said, the touchpoint that needs the most focus and can make or break the customer relationship is the one that’s often not given enough importance. A company’s frontline employees often hold the organisation’s reputation in their hands – over time brand reputation really does come from how customers are treated.
There are a few simple questions that business leaders should ask themselves if they want to improve their bottom line through improved customer service:
What is the Customer Journey?
Know where their journey starts and create touch points (where someone would interact with the consumer) along the way.
Who is your Target Audience?
Is the type of person or business are you hoping to attract the same as you are currently attracting? If not, you need to be looking at the reasons why.
What are the Right Platforms to Use?
This is largely based on where your customers journey starts… Is it the moment they step into your shop or is it the moment they type the name of your service into Google? Either way, this should be positive and seamless from start to finish.
What is the Right Frequency of Engagements?
No one likes getting spammed nor do they appreciate five members of staff assaulting you with the same questions one after the other. Train to ensure that your customer service is a reflection of your customer base so you may need to take into account different cultures and expectations.
What is the Right Message?
Know and understand your audience before you approach them.
What are the Core Interests of your Audience?
Find out and capitalise on them – If you are selling someone private medical insurance, why not talk to them about life cover at the same time?
What is your Cost per Acquisition?
If you consider this against your client retention cost, this will give you a much better financial yardstick as to the value of your customers – and whether or not you need to diversify to survive.
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Managing Director, Make it Happen
Having trained and coached thousands of people during his career, Spencer Lodge knows what it takes to make things happen. With over 23 years of experience in building businesses and training employees to achieve their full potential, Make It Happen was born out of Spencer’s desire to share his success with people in the industry. Whether you’re an employee that wants to learn how to be a better salesman through our leadership programme, or a CEO that wants to cultivate a strong sales and leadership culture in the workplace, Make It Happen has the tools you’ll need to help you on your way. Transform your sales team, redefine your success strategy and realise that you can achieve anything you set your mind to. Spencer has won countless awards as global top wealth manager, country manager and regional director. He is 46 years old with two daughters. He enjoys skiing, cycling and most outdoor adventures. He has cycled from London to Paris in July and will be cycling from London to Rome in June 2017 to raise money for charities close to his heart.