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How To Use Technology To Manage Customer Loyalty

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                                     Using Technology to Manage Customer Loyalty
                                                      By Richard Cunningham



  Using Technology to Manage Customer Loyalty
 by: Richard Cunningham

Don’t let your customer satisfaction research initiative collect dust on a shelf. Integrate technology with
research to optimize the use of customer information.

The typical company spends 80% of customer research time and effort gathering information, and only
20% of that time using it. Companies conduct research to gather information, but it is only useful if it
can be turned into positive action.

In the audio book, “Sound Advice on Customer Loyalty,” author Steve Walker suggests that integrating
technology with research lets companies act on customer feedback intelligently everyday, translating
into more loyal customers, and more profit at the bottom line.

Walker outlines three key applications of technology that help make customer research more effective.


“First, there’s access. Technology centralizes customer satisfaction survey results, allowing enterprise
access to information in real time.” He notes that today’s technology offers a number of ways to view
customer data, such as in aggregate form or at the individual customer level.

The second application is action-ability. Technology can alert account managers of problems with an
individual account so that they can take action to resolve the issue before it’s too late, according to
Walker. “After all, what’s the cost of losing a customer, or perhaps more importantly, what’s the cost of
replacing one?”

Third, Walker identifies accountability as a key application of customer loyalty management
technology. “Having access to real time information can be quite a motivator,” says Walker,
“Especially when account managers know their supervisors can easily view action plans, progress
reports, and customer follow up activities.”


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Steve Walker offers advice on managing customer loyalty each week in the free audio newsletter from
What’s Working in Biz, http://www.whatsworking.biz/full_story.asp?ArtID=92




Richard Cunningham is a principal of What’s Working in Biz, http://www.whatsworking.biz, a publisher
of business audiobooks and online audio programs on marketing, sales, and small business strategies.




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                                        Customer Loyalty in the Technology Industry
                                                         By Richard Cunningham



Customer Loyalty in the Technology Industry
 by: Richard Cunningham

For technology companies, service after the sale has emerged on equal footing with innovation as a
competitive advantage.

As technology-related products and services touch nearly every area of our lives and our businesses,
technology has become integrated in how we communicate, learn, work, and entertain ourselves. Our
appetite for technology products is growing, even in today’s economic climate.

Traditionally, technology companies competed for this business by delivering more innovative, reliable
products and services at lower prices. In the audio book, “Sound Advice on Customer Loyalty,” author
Steve Walker says customer expectations are changing.

“Contracting markets and increasing commoditization of technology products have combined to give
the customer the upper hand,” says Walker. “Technology companies must become more responsive
to the ever changing needs of their customers.”

According to recent customer studies, this translates into a demand for improved customer support.

“Customers are expecting better technical and non-technical customer service,” says Walker. “Our
research shows that service after the sale has emerged on at least equal footing with innovation as a
competitive advantage for technology companies.”

“While the potential for technology companies is great, the need to manage customer loyalty in such a
dynamic market is even greater,” says Walker. “For technology companies, a focus on customers will
only add more value to the innovative products and services they are expected to deliver.”

Steve Walker offers advice on managing customer loyalty each week in the free audio newsletter from
What’s Working in Biz, http://www.whatsworking.biz/full_story.asp?ArtID=92




Richard Cunningham is a principal of What’s Working in Biz, http://www.whatsworking.biz, a publisher
of business audiobooks and online audio programs on marketing, sales, and small business strategies.




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Related eBooks:

Customer Loyalty in the Technology Industry
Successfully Resolve Customer Service Problems to Retain Customer Loyalty
Book Review - Loyalty Myths: Hyped Strategies That Will Put You Out Of Business – And Proven
Tactics That Really Work
It's Never Too Late Or Early To Build Customer Loyalty
Establishing A Customer Loyalty Program

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