I am trying to follow some blogs. Today, I have seen these words:

“how do you generate this loyalty? A small part of that may be your customer service. A greater part is whether your product or service actually delivers” on the Influential Marketing Blog.

I definitly don’t agree.

According to the surveys, customer service level is the main item that causes CHURN.For telecom operators, it is 68% (Purdue Univ. Center for Customer Driven Quality) And the price is only 10%. (Product is 17%)

After a single (one is enough) bad experience of Rohit Bhargava (the author of the blog), he will turn back to ex-provider, and will be more loyal then anyone else.

Afterwords, he will add a new metric into his calculation of loyalty. This is convenience.

We should not forget the importance of convenience when chatting about loyalty.

I listen to the history from him in person. We were in a CRM conference. One of the American CRM gurus told it.

He was pleasured when he was invited as a speaker. 30 years ago when they got married, they have come to a place closer to the country where the conference is hold for their honeymoon. He has wished to come together with his wife one week before the conference and to stay at the same hotel. He has found it from internet and made a reservation.
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It is important whose customer you are, both in CRM and CEM (customer experience management).

My wife decided to buy a carpet washing machine. She looked for it on an internet store, and made up her mind on one. She explained how happy she was when she got it sooner than she expected. (She is a lecturer with the title “Prof. Dr.” in University, and an e-commerce expert. She is often called for conferences as a spokesperson.)

Someone in the audience asked what brand it was. My wife couldn’t remember it. She was using it, but she was not a customer of that brand;  she was a customer of the virtual market .

Why? Not because my wife has a weak memory :-P  It was because she experienced the customer experience with the internet store rather than the machine. If the machine was broken or couldn’t respond to the needs of my wife, she would definitely remember its brand.

We were having a conversation with a company operating in durable household appliances sector. A member of the Board of Directors said; “Every family in Turkey is our customer!“.  While everyone nodded, I objected it. The conversation continued;

- Mr. Ugur, don’t you have products of our brand in your house?

- Yes! About 4 or 5 of them!

- Aren’t you one of our customers?

- No, I’m not.

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