Monday, March 11, 2013

SOOPER ARTICLES SITE REPUBLISHES TFA CEO HOWARD TULLMAN CUSTOMER ARTICLE



Howard A. Tullman (CEO of Tribeca Flashpoint Media Arts Academy) purports a strategy he labeled as "knocking on old doors". He believes an organization can improve customer satisfaction and retention by focusing on existing clientele. Companies often spend a lot of money and energy to understand why customers have left them. Tullman believes in "closing the backdoor". Through this process, an organization gives utmost attention to current customers and let go those who turned their back on them. After all, defected customers only account for only a few percentage points of total revenue. He advised companies to anticipate, meet and exceed customers' needs and expectations. Support chat software, a web-based tool, is in line with his beliefs.

Proactively engaging with remaining customers is more profitable to organizations than chasing the few who left. By intercepting customers at the right time, happy customers will respond by increasing the base profit, increased purchasing, reducing operational costs, paying a price premium on selected items, and giving more referrals. In order to increase satisfaction and retention, organizations should identify their customers' position on the cycle of consumption. The cycle of consumption has three components: purchase, ownership, and repurchase. Tullman believes all customers go through this cycle. By learning at what stage a customer is at, you can then discover when and how to offer them something which will fulfill their needs.
An online retailer can learn how to preempt a customer at the right time by integrating support chat software. This is an online CRM that e-commerce websites across a range of industries have integrated. Live support software generally works by connecting company chat representatives to browsers in real-time. Chat operators provide sales, after-sales support and customer service. They make use of the tracking element which helps them to identify where a customer is upon the cycle of consumption. By monitoring the referral URL, duration upon a web page and keyword searches, an operator can anticipate what a customer is interested in. Through measuring these online activities, an operator can proactively engage customers by referring the product which will fulfill their need.

Tullman believes other ways to make customers happy is to give them great service, listen carefully, and give continual customer maintenance. Live support software is a one-stop solution and accomplishes organizational goals such as customer satisfaction and retention. This web-based solution fulfills all components of his strategy. Operators use the engagement opportunity to discuss with customers all of their website and product concerns. They are thoroughly trained to resolve all problems in real-time. They also fulfill customer maintenance by asking for live feed-back. All of these efforts help an online organization convert their existing customers into satisfied and profitable ones.

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