INSIGHTS, the Middle East’s leading customer interaction specialist, has announced a new workshop designed to help C-level executives craft and implement a Customer Service strategy for today’s customer–driven business markets. The first such workshop will be held during the Middle East Call Centre 2012 (MECC ’12) show on June 5.

Dominick Keenaghan, president of INSIGHTS commented, “Everyone has a customer service horror story and many of these are with well-known brands in the region. With the bar in general being so low, many organisations have been able to get away with a minimal response. Often this involves the usual platitudes by senior people when something is highlighted, but not a lot changing at the operational, i.e. customer interaction, level.”

According to Keenaghan, this will now have to change due to the growing importance of two business concepts, namely customer retention and customer advocacy. The former refers to the ability of customers to walk away from suppliers who don’t service them to their, not the organisations, level of expectation whilst the latter relates to the importance of referrals in finding new business. In particular, organisations that don’t deliver positive customer experiences will certainly fail at the customer advocacy level. Both concepts have been magnified of late through the growth of blogging, online advisory sites, tweeting and other social media tools that allow poor customer experiences to be broadcast and advertised much more widely”

Insights’ C-level only workshop at MECC 2012 will permit delegates to evaluate their current customer service offerings through the eyes of the customer. Concepts that will be explored include the value propositions for different levels of customer experiences and the fundamentals of value-based accounting.

“Like everything involving revenue and costs, this fundamental paradigm shift in how customers are treated, needs to be driven by the C-level,” added Keenaghan. “Only when the senior decision makers understand the true cost and business damage being done by continuing down their existing path will change take place. The danger is that the longer they delay, the more self–inflicted damage they will incur. The clock is ticking.”

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