Summary
Highlights
The speaker, Rixi Michel Estrada Artiaga, academic coordinator for gastronomy at UNIEP, introduces the module on customer service typology. The core topics will be understanding consumer profiles and how to interact with them effectively to persuade them during the purchase process.
The objective is to analyze and design consumer profiles based on their character and behavior in different environments. The speaker illustrates this by asking how we behave differently when eating with family, classmates, or strangers, highlighting that our behavior as consumers changes depending on the context.
Customer service is defined as attention, support, guidance, and accompaniment provided by a company from the moment a product or service is offered. The speaker emphasizes 'accompaniment,' explaining that good customer service goes beyond mere transactions and creates loyalty through positive experiences.
A good customer service experience can make a customer four times more likely to purchase from a company than a competitor, even if the price or product is similar. The speaker uses a personal example of choosing a fast-food chain due to consistently positive experiences, highlighting how good service builds loyalty and adds value.
Effective customer service involves addressing customer inquiries and doubts, resolving complaints and technical problems, providing assistance with product usage, closing sales, and offering excellent post-sale service. The speaker stresses the importance of not leaving customer questions unanswered on social media and personalizing interactions.
A study in Q3 2022 showed that 70% of consumers spent more money with companies providing good service. An 86% of customers are willing to pay more for good service and to feel valued. Personalizing interactions makes customers feel special and increases their loyalty, which is more cost-effective than acquiring new customers.
Customer loyalty is crucial as a satisfied customer is likely to return, which is more stable and less costly than constantly acquiring new customers. Providing excellent service also significantly improves a company's reputation, as 72% of consumers are influenced by this.