brands or firms which specialize in offering services to end users, proudly boast that they run big "customer care" departments.
Unfortunately what they fail to grasp, is the huge difference that lies between the way a firm/brand claims to "care" about the client and the way it actually handles the client when an unfortunate situation arises.
To run customers' logistics, to provide the service and of course to be there when things go wrong, seems and actually is -most of the time- the easiest thing in the world. But when things fail to run according to plan, then the difference between simply managing the situation as opposed to caring about the customer and accomodating to his semingly insignificant needs, is what makes for excellent customer service.
Customers in our era , want to be made to feel special, particularly since they have the option to choose among many brands offering similar service. To get connected and stay loyal to a brand becomes the real issue . The way a brand treats the people who have chosen to purchase their services when things go wrong is the deciding factor to brand loyalty.
For a brand, things should be centered around "how can people be made to feel trust and secure about my service" . To convey through concrete actions to clients that they are important and appreciated by the firm as opposed to being treated as unimportant individuals who gave their money in exchange for a completely unpersonalized service.
The more humanized and personalized the customer support is, the more it will be trusted by clients and the more clients it will attract.
Nowadays people have less time than before to do things properly. Therefore what they need to feel is that even though it is easy for a company to cheat them, the brand they trust will always appreciate and go the extra mile for them.