Are customer's management softwares and quality customer service key elements to gain customer's satisfaction and build loyalty?

Résumé du document

Nowadays, companies possess lot of tools in order to gain customer's satisfaction and build loyalty. They understood that they have to focus on customers in order to increase profit more than before. Indeed, by focusing on customer's satisfaction they build loyalty and a long-term relationship. And customer's loyalty is the key objective for any company.

This report focuses on two different ways to gain customer's satisfaction in order to build loyalty: customer's management software with the example of the Customer Relationship Management (CRM) and quality customer service. This study explores a wide range of literature, which has reviewed theories and concepts of the CRM process, quality customer service, customer's satisfaction and at the end customers' loyalty.

Semi- structured interviews of four customers and one business were conducted to be aware of customer‘s perceptions about quality customer service and loyalty and to identify the way, companies use to meet customers' satisfaction in order to build loyalty. In accordance to these interviews, the two different perspectives were fore grounded.

The results of the interviews indicated that according to customers a quality customer service is essential to gain their satisfaction and if firms want to build loyalty and meet customers' satisfaction. All the notions of customer service, satisfaction and loyalty are linked and each notion engenders the next one. According to the company, the presence of software is an obligation to meet customer's satisfaction. It is the most efficient way to recognize customers' needs and so to build loyalty through their satisfaction.

Extraits

[...] The cost for acquiring new customers is far more than the cost of sales for existing customers. Indeed, the companies have to establish a business relationship with the new customers that they already have with old clients. So winning new customers is easy by using price promotion but these customers are just attract by the promotion and they will not necessary become long-relationship customer. All companies with high customers' loyalty have important financial results. According to Buchanan & Gillies, “there are six reasons explaining why long-term customers are more profitable than others”: Regular customers place frequent, consistent orders and, therefore, usually cost less to serve. [...]

[...] The data were analysed by grouping them in main areas. For the customer analysis, there were three main areas: Customer service, Customers' satisfaction and finally Customers' loyalty. For the business analysis, there were three main areas as well: Customers' management software, Customers' satisfaction and as main goal Customers' loyalty. All these areas took back the main theories of the literature review and followed the research objective. As a conclusion of this research, the customer expects a quality service in order to be satisfied. [...]

[...] It showed that the implementation of a customer's management software in the structure of a company is a good way to provide a quality customer service and how essential is a quality customer service in the satisfaction process in order to build loyalty. Chapter methodology 3.1 Introduction This chapter will describe the methodology that was used by the author. The methodology is the analysis of, the rationale for, the particular methods or methods used in a given study (Jankowicz, 2000). [...]

[...] This internal database is their main way to distinguish them from the competitors. This software uses the same system than the Customer Relationship Management (CRM). Indeed, the previous literature review underlined the theory of Rigby and Reichheld who explained that “Customer relationship is a mixture of customer strategy and procedures, with the appropriate software, for the function of recuperating client loyalty and ultimately corporate success” CUSTOMER'S SATISFACTION What does your company do to provide customer's satisfaction? To provide customer's satisfaction their company has an open and honest relationship with their customers, for providing the best resources through their company signature called REQ. [...]

[...] (1996) loyalty Effect, Hidden Force Behind Growth, Profits, Lasting Value”. Harvard Business School Press. Cambridge Reinartz, W., Kumar, V. (2002). Mismanagement of Customer Loyalty. Harvard Business Review p.80. Retrieved from Infolinx. Accessed 4July Remenyi, Williams, Money, A & Swartz(1998) Doing Research in Business and Management, p37, Sage Publications Ltd Rigby, D., Reichheld, F.F., Schefter, P. (2002). Avoid the Four Perils of CRM. [...]