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Scoop.it!
...If you read the profiles of many of the heads of customer service on LinkedIn (or the service areas of their company’s websites), you might be forgiven for concluding that they were almost all focused on the lofty goals of “exceeding customer expectations” and/or “creating customer delight”. Maybe your organisation claims the same.
But ground-breaking recent research by the CEB (the organisation that brought you “The Challenger Sale”) makes a strong case for all this talk of delighting customers being a stupid and – for almost every company on the planet bar a few shining stars – ultimately unprofitable strategy. As anyone who has had cause to phone O2’s customer service line (note: other mobile phone companies offer an equally awful experience) will recognise, I think most of us would be prepared to sacrifice the occasional opportunity to have a truly “wow” experience in return for not ever having to suffer any more of the much more common “doh!’ experiences.... Via Jeff Domansky
Jeremy Pollard's insight:
In the spirit of the CEBs "Challenger Sale" thinking, I challenge the headline (provocative and attention grabbing, yes) and the simplistic (for me, in B2B) idea that "customer service" is only about handling customer complaints. This does raise valid points about not benefiting from OVERservicing compaints. But please do not be distracted by this from the real issue, which is the need to have very high customer insight, empathy and initial service intent & delivery. 
Jeff Domansky's curator insight,
August 25, 2013 4:26 PM
The latest research from the CEB confirms that investing in customer delight is, for most of us, a stupid and unprofitable strategy. Here's why in this provocative post. |
Our most popular Shipley AP workshop starts with the fact that the best deal (according to the buyers stated criteria) on average is still only chosen in 48% of bid decisions.
Improving your win rate requires a BD and Capture process that builds your understanding of the buyers un-stated needs.
And this article by Deepak Malhotra is a timely reminder that many of these needs are emotional, and not necessarily about the content or subject material of the deal.