Keeping Service Customers Satisfied In A Social Mobile World

Businesses of all kinds are grappling with the new reality that customers expect seamless experience. The website or mobile interaction is the brand. The in-store experience is the brand. Service is the brand. All touch points along the way contribute to a cumulative impression. End to end customer satisfaction should be the goal.

This paper looks at service scenarios from the customer continuum where satisfaction research has resulted in meaningful improvements to customer experience. Service delivery bears closer scrutiny in an altered environment where the customer has more control and more tools to communicate and the retailer has new tools to employ in improving the customer journey.

In a social world any point in the customer lifecycle presents an opportunity for the customer to formulate a positive opinion that can be shared or a negative opinion that can be broadcasted. Referencing traditional word of mouth, researchers say that if someone has a good experience they share it with 9 other people, but if they have a bad experience they share it with almost twice that many. Now with the average individual Twitter or Facebook account having followers and friends in the hundreds the reach of the customer's voice is far greater.