Verbatim: What Clients Say
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Forrester Analyst Says "Develop a Voice-of-the-Customer Program in 2010"
"I give the firm a lot of credit for realizing that in this difficult business environment keeping your clients satisfied is crucial and well worth the investment," said the general counsel of a prominent medical device company, in a Strategic Client Interview.
This law firm's client proves what Bruce Temkin, a vice president and principal analyst at Forrester Research, advocates. Temkin is one of the leading experts on customer experience and the author of the popular blog, "Customer Experience Matters." In December 2009 he posted "7 Keys to Customer Experience, Big-picture advice for how to improve the customer experience over the next year."
The need to develop a voice-of-the-customer program
"The path to customer experience requires significantly deeper customer insight," Temkin says. "Companies need to develop voice-of-the-customer programs in 2010 that provide ongoing and continuous access to these insights." He says companies should listen to their customers, interpret the feedback, react to the insights, and monitor the results from actions over time. That's exactly the Strategic Client Interview process.
Temkin's research at Forrester shows that customers care more about good customer service than they do low prices. "It also turns out that many customer service interactions are critical moments of truth that drive customer loyalty. In 2010, companies need to start viewing customer service as a strategic asset."
Translate customer experience to bottom line results
Temkin's research has revealed "a strong correlation between customer experience and loyalty. But most companies don't fully understand the connection, and that's something they can strive to identify in 2010: how customer experience impacts financial results."
There is still plenty of time in 2010 to develop a voice-of-the-client program at your firm, and realize the financial gain.
For more information on Strategic Client Interviews, contact Joyce K. Smiley at 561-775-9755, or jsmiley@jkscompany.com. On the web at jkscompany.com.
Verbatim: What Clients Say is published electronically by JKS & Company LLC/Strategic Client Interviews. Copyright 2010 JKS & Company LLC. All rights reserved.
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email: jsmiley@jkscompany.com
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