How much are customer service representatives worth?
As much as your product.
Quality is a fundamental requirement for any business to succeed and that level of quality must permeate every facet of the company, from the product itself to the people that facilitate its purchase and use.
There is high ROI on training given the scope of the impact great employees have ultimately on customer loyalty.
A customer won’t pay for a product or service repeatedly that doesn’t denote value and live up to their expectations. Tightly entangled with the product and brand is the experience that customer has with the company, most of which is determined by client-facing employees.
There are a few particularly important excerpts worth noting from a Q & A with Yussafali MA, managing director of Abu Dhabi Emke Group, the parent company of LuLu credit cards.
Describing the level of customer loyalty as a “cult following,” MA explains Emke’s view of customer loyalty as a two-way street. “Loyalty is the key to our success. We have a strong loyal customer base. However, we are also loyal to them.”
He emphasizes their commitment to continually delivering value and keeping their product quality high but retaining a relatively low operating cost.
“We have been investing in constantly upgrading services and standards. This comes from our loyalty to the customers,” he said. ”Also, we have invested in the supply chain to directly source…this helps us to offer products at a cheaper price to customers.”
In delivering value and loyalty, Emke has secured a loyal following, which they deem their greatest success, one that was never free of challenges and continues to face a future chock full of obstacles.
What are the challenges faced by the industry?
The challenge in our industry lies in constantly upgrading the standard and quality of service.
What is the recipe for your success?
Customers’ loyalty to us and our loyalty to the customers. We have a large pool of dedicated customers who will only shop at LuLu. Also we are loyal to our customers – this way we are always careful about customers’ comfort and convenience. This helps us in maintaining the standard and quality of service as well as offer products at a better price.
What is your company’s biggest asset?
Our people. The dedication and quality of services offered by our 21,000-strong family.
And, in alignment with the emphasis on the importance of training and effective employees, MA puts it very simply and rather, incontestably
Bottom line- Value, delivered consistently, is what engenders trust, and trust evolves into loyalty. Without valuable employees, the service and/or product delivery suffers, thus tarnishing the overall customer experience and loyalty potential.
Tags: Cost of training for customer service, cost of training in customer service, cost of training customer service representatives, value of customer service training.
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