A personal touch can go a long way to building customer loyalty. And as more companies look to capture and maintain strong relationships with high-value customers, they are embracing the use of personal concierge services in unique industries. For many companies, the long-term benefits far exceed the costs. Is it right for your business?Today's issue of 1to1 Magazine's Weekly Digest examines the growth of personal concierge services at a number of companies.
Jeanne Bliss, president of Customer Bliss, attributes the rise in companies offering high-priority service to the realization among a growing number of organizations that different customer groups have different needs, and that means providing service based on their needs and value. "Finally, after all these years, more organizations are being deliberate in how customers are organizing into different classes," Bliss says "There's much more rigor and understanding that not all customers are created equal."
The strategy is backed by evidence. According to the recent American Express Global Customer Service Barometer, Americans will spend 9 percent more with companies that provide excellent service; and 98 percent of consumers said personal experience is the most influential factor in doing business with a company.
The New Jersey Perfoming Arts Center and a small golf club are both cited for their foray into personal client services. What other companies do you know of that provide this personal level of service? And what are your thoughts on the strategy for your industry?