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Retaining Customers - BT is one of the largest communications companies in the world.

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Introduction

Retaining Customers BT is one of the largest communications companies in the world. One of the services they offer is residential or personal communications solutions. Even though they now have competition from other companies offering consumers substitutes for their service, they still hold the largest market share of providing residential customers with telephone lines. For BT to maintain this market share, they must retain the customers they have. I will be recommending how they can retain their customer base as well as winning new customers. I will be looking at several models and theories in order to do this. * Making Customers into Champions * The case of the complaining customer * The tip of the Iceberg Model From BT a customer receives a core service. Telephony. The customer expects the telephone in their home to be working when they pick it up. They are not going to be 'wowed' by the service if it is just working. However, when the customer makes contact with BT to enquire, change or add something they will use this opportunity to form a perception of BT's Customer Service. Most people who move to a different telephone provider do so because they perceive indifference in the people they do business with at their current company. Customer feedback tells BT that one of the biggest drivers of dissatisfaction is the difficulty in registering their complaint with BT. ...read more.

Middle

* Poor training and coaching - target based coaching instead of skills based coaching In the longer term there are some other changes that should be implemented by BT over a period of time in order to instil enhanced behaviours in all employees. Traditionally employees of a company see a complaining customer as being a nuisance. BA challenged this when they introduced the Making Customers into Champions Model. This model can be directly applied to BT, who is, itself, striving to provide World Class Customer Service. This model labels different sectors of the customer base and how likely they are to contact BT with any dissatisfaction they may have and how easy it is to register this dissatisfaction. If the customer has a complaint and they cannot register this in any way, they may feel tempted to try a different provider. If the complaint is not registered then BT has not had a chance to resolve the complaint. If BT has a chance of resolving the issue, if it is resolved skilfully and well, research suggests that this could actually enhance the customer's perception of BT. So, in short, a customer complaint can turn in to a glowing report for BT. Furthermore, if we make BT's customers in to champions, BT can learn from the mistakes they have made that might have caused complaints in order that they do not occur again. ...read more.

Conclusion

Those that leave quietly will have the greatest impact and BT will have little or no information as to why they left. BT must strive to deal with any customer requests the first time every time. Here is a list of my recommendations for BT for implementing across the board over the next 12 months in order to retain customers. * A review of the training process - all training should be underpinned with updated balance scorecard and appropriate coaching given by line managers * Quality must come before quantity. If all customers were dealt with the first time they called, there would be less calls * Approach customer complaints as a chance to 'dazzle and delight' customers and enhance a customers perception of BT - through a training programme * Work together with different departments and not as adversaries. Promote teamwork * Introduce an incentive scheme for teams and individuals who achieve excellent customer relations * Use customer feedback more effectively (EDCSM's)- find out what customers want/expect then exceed this * Give staff more responsibility and authority to deal with complaints. Allow then to be flexible when it comes to procedural rules. Stop quoting 'BT policy'. * Allow a measure of redress such as goodwill payments and compensation payments In implementing the above and re-training staff, BT will retain greater numbers of customers. Existing customers (especially those we have information about) are an ideal group to market new products to as well gain information from about how to improve on the products and services BT has. ...read more.

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