While many companies might believe there are only two types of customers, there is in fact a third one that is easily forgotten by many. Social CRM and creative customer support are often directed at the first category of customers, which are the new customers. While this is necessary, the main focus should be on the second type of customer, which is the loyal customer.
Customer support analysts and the entire customer experience should be directed towards and in keeping the returning customers. They make up a majority of the profits and assist the livelihood of your business in the long run. They can easily be kept by offering excellent customer service.
The third and forgotten customer type is the need-based customer. They are only doing business with you because they have to, and will probably leave your business until the next need arises.
Yonyx enables organizations to create decision tree driven interactive guides for troubleshooting & how-to information for customer self service.
While it would be nice to acquire these customers, it would be illogical to focus all your customer experience and social CRM on these particular customers. Successful businesses will focus on the important customers, the returner.
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