So far, we only oriented on satisfying the customer. Although important, customer satisfaction is not enough to guarantee the customer will keep buying from you. Markets and the world is changing rapidly. Once companies begin to feel comfortable, competitors also appear to offer solutions that they claim is faster, cheaper, and better.
Suddenly, customers feel they do not need you anymore. We all know that the cost to get new customers is greater than maintaining existing ones. Customer loyalty is the key and have a greater role for the survival of the company, especially in today's global era. It's fitting we continue to print and reproduce this amount of loyal customers.
Although the CEO did not or rarely associated with enterprise customers, but the CEO was the one who should have the vision and mission far into the future so that companies can have as many loyal customers. CEOs now face or image for the company leader in the public eye. Customers often do not see from a company or product being offered, but more on who is offering these products.
So, how the role of CEO in creating lasting customer loyalty for the company? Here are eight cases where the CEO has an important role in creating customer loyalty.
Comes from Customer Satisfaction Employee Satisfaction
CEOs are concerned with customer satisfaction we will first ensure employee satisfaction first. Employees together with customers. They have a family, needs, and goals in life. Impossible disgruntled employee will be able to serve customers well. Odds unmet needs of employees will be able to meet customer needs.
CEO has the authority and the role that could create a powerful example for each employee under it. Is one who can be a visionary to unite the goals and move the company achieve these goals. A CEO must create a welfare system that can serve as an exemplary employee and all employees in providing good service. Thus, good service employees will be forwarded to all subscribers of the company.
Emotions and Understanding Customer Needs
Today, a CEO must also understand who are the actual customers of the company. Although not in detail and individually, at least he understands its customers segments. He must understand how to make customers dependent and has a commitment to your company in providing support, services, and decision making. Customers will see the company as a supplier that can meet their needs. In case of good service or bad, the customer will always see who the real leader of the company.
Although not directly related, but if the customer to feel that the CEO alone can understand the emotions and needs of corporate customers, then they will be easier to become a loyal customer. For this, of course, the CEO must be able to form a team that has integrity, dependable, have a good working relationship with each other, and empathy. CEOs must be able to create systems and teams that are able to realize more than able to satisfy customer expectations for them emotionally. Sometimes the smallest things can mean very large.
Creating a Good Service Structure
The structure of good service is the foundation of a solid relationship that consists of people, facilities, systems, and distribution channels. Good structure to build a bridge that connects companies with customers. This is very helpful in creating customer loyalty.
Not infrequently, all employees will work according to the structures and systems that have been created by itself and only followed what was already there. CEO role was to investigate whether this structure needs to be repaired or not. Are there functions better be outsourced? Is bureaucracy have prevented the company of good service? Are the structures and systems that are created can meet the needs of both employees and customers?
Partnering and collaboration
Not infrequently, the CEO who has the authority to choose with whom the company will partner (partner). Partners here have a broad sense-not always be another company, the customer can be a partner. Established a good partnership with one customer was rarely able to smooth cooperation with other customers as well, which will probably be a loyal customer following.
CEO role is to understand exactly what the strengths and weaknesses of the company and forge partnerships to overcome the weaknesses of the company and increase its strength. CEOs must be smart capture all the opportunities to establish any cooperation, both in terms of operational and financial capacity because it is not infrequently led to the creation of long-term customer loyalty.
Understanding and Improving Performance
Performance here is how the product or service can meet customer expectations and this is adequate, less, or exceed existing industry standards. In addition to ISO standards and other standards, competitors could be the benchmark. A CEO who observant will surely try to find out the movements of its competitors.
The method of measuring the performance of the company's CEO must have been a very long-term cover and the criteria more objective. It is important to know what performance really means for the customer and what is not. What is meant by "meaning" here is a direct effect on customer satisfaction and loyalty. Customers do not care if your company is able to obtain raw materials from suppliers in less than 24 hours, because it has not been able to meet customer needs.
Creating a Favorable Economic Conditions
Desired value of each transaction and cooperation edges is money. Any transaction with a customer has a financial impact for the customer and the company itself. So, the CEO must also think about how companies and customers can help each other to get the money, profits, and build businesses each with more lasting in the long run.
Every company and the customer also must have some expectations will return or what the results can be obtained from every interaction. You certainly can help each other to create value through one of three ways: Helps to reduce costs, helping to eliminate costs, and help increase profitability or revenue. This certainly applies to both parties (mutual benefit). Only then can create customer loyalty.
Although all the above points it seems is the duty of an employee, director or manager level, but the CEO was the one who should be able to have the vision and direct the company's vision is to achieve long-term customer loyalty.
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