MSPBanter: How Can You Build Customer Loyalty?

Are you a customer service expert? Thankfully, you don’t have to be a customer service expert to succeed as a managed service provider (MSP) – you just need to use common sense.

Having the ability to identify the differences between uplifting and deflating customer experiences is key, particularly in today’s highly competitive managed services marketplace.

Managing the “customer journey” can deliver immediate and long-lasting rewards for an MSP and its customers. Building customer loyalty, however, takes time and patience, but there are several ways that service providers can keep their customers happy.

For example, The VAR Guy Associate Editor Michael Cusanelli and I recently had a chance to tour Axis Communications‘ North American headquarters in Chelmsford, Massachusetts.

Axis provides IP-based network video solutions and works with more than 65,000 partners worldwide. And while several Axis staff members admitted the company’s products are among the most expensive on the market, these employees also pointed out that Axis’ commitment to customer service has helped the company differentiate itself from its rivals.

So how can you deliver world-class customer service consistently? Jeff Coco, Axis’ technical services manager, offered the following suggestions:

1. Be honest – Honesty is the best policy, especially when it comes to customer service. Coco noted that Axis’ engineers sometimes need help dealing with customer queries, but they are willing to do whatever is necessary to help customers: “If you don’t know the answer to a question, tell the customer you don’t know,” Coco said. “But follow that by telling the customer that you’ll find out what he or she wants to know.”
2. Offer training – Product training is crucial, particularly for a company like Axis. Coco pointed out that engineers typically spend four to six weeks learning about the company and its offerings before they speak with customers. Developing a comprehensive training program and ensuring that all employees understand your offerings can help these workers connect with customers.
3. Stay the course – Coco said his team is the epitome of the motto, “Stay with you all the way.” When it comes to customer service, ensure that each customer is satisfied with the entire experience, and this customer could stay with your company for years to come.

Of course, these are just some of the ways that an MSP can build customer loyalty.

So now the question becomes: What are some of the other ways that you can build customer loyalty?

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