How to create customer charisma
4/23/2001
In an increasingly competitive business market, building customer relationships can differentiate your business from the pack. Capturing Customers' Hearts explains how companies can build relationships through customers' emotions. For example, Clegg discusses ways to make customers feel ownership toward a business—they don't just like the hardware store, they feel it is their hardware store. With the increased use of technology-based customer service practices, companies must remember that in the end, the best customer service comes down to people dealing with people. The implementation of a good CRM system is positive step toward improving service, but becomes much less of an asset if customers don't feel good about the person using the CRM system. Clegg's use of best and worst case scenarios—"Good News" stories and "Horror Story" anecdotes—enlivens the book. Make a point to take the "Where are You Now?" assessment to gauge your company's charisma, and get pointers on avoiding "junk service."