The week beginning May 9, 2010 has been dubbed Middle East "Voice of the Customer" Week 2010 by Dubai-based Customer Interaction specialist, INSIGHTS. During this week, INSIGHTS is calling upon regional organizations to upgrade and update their knowledge and understanding of Customer Service & Customer Care issues by attending a number of expert-led seminars, visiting a customer-driven solutions exhibition and networking with their regional peers.
Established events that will from part of the program on offer include the Middle East Call Centre Show, the annual Middle East Call Centre Gala Awards Dinner and a regional Outsourcing Forum. To this will be added specialized sessions and workshops on subjects such as superior Customer Interaction, workable Customer Experience Management strategies, building a Customer Feedback program and improving Customer Advocacy.
Explained INSIGHTS' president, Dominick Keenaghan, "increasingly, service now trumps price as the main reason somebody purchases from one company over another. Unfortunately however, there is a large disconnect between customers’ perceptions of their experiences and the perspective of the companies that deliver those experiences. One recent survey had 80% of companies believing they provided a "superior" experience yet when the customers were asked the figure sunk to a miserly 8%. Closing this gap is obviously a priority and regional experiences with poorly designed products, archaic and siloed processes, excessive charging, unempowered and ill-prepared staff and so on confirm that there is much to be done."
Keenaghan continued, "when markets are growing, the desertion of good customers is less noticed but when markets contract like at present, retaining existing customers and creating customer advocates are essential tactics for survival. Unfortunately very few organizations measure (or even know how to measure) the revenue lost from defecting customers and, increasingly, the loss of potential revenue due to bad and minimal referrals. When someone actually does the analysis, it is a very nasty wake-up call for the senior decision makers."
Middle East "Voice of the Customer" week has been designed to demonstrate and quantify the increasing power of the customer to determine business success. It offers the opportunity for organizations to understand how to stem loses quickly whilst collecting strategies, methodologies and actionable guidance that they can use to make immediate and positive improvements back at base.
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