Disney’s business model is in a class of its own. Guests at a Disney park, cruise or resort have almost unwavering loyalty. Customer care is not some far-removed department of the corporate umbrella. Instead, it is a living force that is consistent with the company’s mission. Every ice cream vendor, Snow White look-alike and security personnel is there to enhance the customer’s experience. Because of this, despite ticket increases, loyal Disney fans keep coming back.
Loyalty Equals Sales
Over and over again, researchers have shown that brand loyalty directly generates revenue-making sales. The stronger the loyalty bond, the more likely the sale conversion. Forbes magazine published a list of its Top 10 brands with the highest customer loyalty, with Amazon coming out on top. It is no coincidence that Amazon also tops the Forbes list of best customer service. Amazon’s customer service revolves around its core values where they use terms like “free shipping” and “no hassle” to create a culture of happy customers. When designing your customer care strategy, make it something that can be adopted over all of your departments so that it becomes part of your central corporate belief.
Understanding that loyalty is synonymous with sales, the task of your customer service department is to become the anchor of your brand loyalty program. Researchers define a lean customer service approach as one that is functional, with promotional incentives, according to the Academy of Marketing Science. In contrast, elaborate customer care environments acknowledge all of the customer’s needs. Platforms like Zipwire mix live chat and CRM integration so that the customer has access to multiple levels of customer service. An elaborate customer care environment has been shown to deepen the level of emotional bond between consumer and business. In the same manner that customer service is part of the company’s philosophy, it also needs to be integrated into the business’s standard operating procedures to be deemed elaborate enough to make a strong consumer connection.
Sell and Sell Again
When an item is returned on Amazon, there is an underlying assumption that something else will be purchased. Disney parks does not trot out one character in hopes that everyone is a fan. Customer service requires that you address the item but sell the experience. Research published in the Journal of Business Ethics found that there is a strong moderating effect of service quality on customer loyalty that is independent of the product. This means that your customer service providers can save future sales even if the consumer feels that the product is inferior. The high quality of the service personnel will influence the perception of brand reputation in the customer.
Give Them Something To Talk About
Humans love to talk about their personal events. In our social media world, we get to tell everyone how good or how bad a company may be. Pro-social behavior will earn it back. When JetBlue airlines had a nationwide flight scheduling crisis, they went to social media to take responsibility and apologize. On the flip side, when people say nice things about the airline, they respond and they do so rapidly. In developing your customer care platform, do like JetBlue and make it part of your social media strategy.