Customer Management Practices at AC Guy Ltd. Essay

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Customer Management Practices at AC Guy Ltd.

For services businesses that deliver highly specialized knowledge and expertise to customers, their ability to set reasonable and realistic expectations and then deliver exceptional experiences is critical to their long-term growth. The essence of customer management in services businesses including each area of the heating, ventilation and air conditioning (HVAC) industry is predicated on this concept of customer management. Concentrating on setting realistic expectations then delivering excellent experiences is the essence of excellence in customer management. Creating expectations and delivering remarkable experiences for customers in service industries gets quickly beyond technical ability to the innate sense of what really matters to customers and addressing those issues clearly, candidly and honestly (Ang, Buttle, 2009). The bottom line is that by continually delivering exceptional customer service experiences based on realistic expectations builds trust and reinforces a reputation of excellence in customer service. Trust is the new currency and it is earned and kept with the ability to understand not just the stated and explicit needs of a customer, but also understanding the nuances and unmet needs they have as well (Ballantyne, 2005). Business that can ascertain these implicit needs are exceptionally more successful than others as they earn trust much faster than competitors.

Customer Management Best Practice Strategies in HVAC Retailing Industry

For the many service providers and retailers including The AC Guy Ltd., the challenges of capturing new customers and keeping them are the biggest issue with regard to their customer management and relationship strategies.

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All efforts at marketing, selling and service need to be aligned to exceeding customer expectations and doing everything possible to drive referrals by word-of-mouth and customer enthusiasm for the services delivered. Word-of-mouth is the single greatest trusted source of information that prospective customers rely on in choosing which service provider to partner with over the ones that portray mastery of their given expertise area (Lassar, Lassar, Rauseo, 2008). The higher the level of customer retention, the higher the long-term profitability and increased Customer Lifetime Value (CLV), including the potential to create customer references used for capturing new accounts (Xevelonakis, 2005). To attain this high level of referenceability and have customers recommend AC Guy Ltd., the implicit or unspoken needs of prospects and needs to be understood. Each and every aspect of the marketing and selling efforts and strategies of the company also need to be aligned to delivering an exceptional customer experience as well as is shown in Figure 1.

Figure 1:

Getting a 360-degree View Of The Customer And Interacting Through Each Communications and Selling Channel.....

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