eLoyalty and customer relationship management and customer care management principles

This e-loyalty research paperĀ helps clarify the roll of online customer service in creating customer loyalty (“e-loyalty”). The paper focuses on the Austrian mobile industry but the findings are applicable to many industries, including real estate.

Two broad categories frame customer loyalty: customers who become your repeat purchasers and customers who become promoters of your brand. Superior customer service across the pre-purchase, acquisition, and post-purchase stages of a typical transaction is the differentiator for brands.

The Internet consumer, more and more, is demanding personalized and targeted customer service. Data acquisition strategies, such as registration forms, tying information to a user’s social graph, etc, enable companies to perform this customization and targeting while supporting broader electronic Customer Relationship Management (eCRM) and electronic Customer Care Management (eCCM) strategies.

The researchers conducted a variety of online surveys, crunched the numbers and found that timely and personalized responses to customer complaints was a key influencer on whether a customer would switch mobile carriers. Extrapolating this to other industries one can posit that brands which leverage unified technology solutions to enable quicker and more informed customer service will undoubtably have a competitive advantage.

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