Customers are ultimately loyal to a company’s product or service offering. Gartner research found that the role of customer service in increasing customer loyalty is twofold: resolving customer issues in a low-effort manner and helping customers derive greater value from the product — what we call “value enhancement.”
- Gartner client? Log in for personalized search results.
How Service Leaders Can Increase Customer Loyalty
Pivot toward a customer value enhancement strategy
Customer Loyalty and Retention Strategy
Customer Loyalty through Successful Value Enhancement
Value enhancement represents an economically significant opportunity for service to boost customer loyalty — not just mitigate disloyalty. This opportunity holds true regardless of switching costs and industry or how a service organization measures customer loyalty.
Customer Loyalty Insights
To help customer service and support leaders drive customer loyalty and customer retention, Gartner took a threefold investigative approach consisting of a customer panel survey with 6,000 global participants, service and support leader survey with 100+ global participants, and interviews with 80+ service leaders across industries, geographies and business type. Service leaders can utilize the resources below to learn more about implementing a customer value enhancement strategy.
Deliver Enhanced Customer Value
Customer loyalty can be increased by performing value enhancement activities that leave a customer feeling like they can use the product better and are more confident in their purchase decision.
Download the guide to reveal five key ways to drive value enhancement during service interactions.
Operationalize value enhancement
While value enhancement is relatively uncommon today, the silver lining is that it is occurring organically without a deliberate strategy to support it. However, there is a significant opportunity to expand where value enhancement occurs because of the shifting makeup of contact types and their relative suitability for value enhancement conversations.
Download the infographic to learn how to kick-start your value enhancement strategy.
Measure success with Value Enhancement Score
While incorporating value-enhancing activities is an important step to reaping loyalty rewards, an adjusted measurement strategy is also crucial. Measuring value enhancement will enable service leaders to gather a baseline, to identify the strongest value-enhancing opportunities and individuals, to track progress and, most important, to measure success.
Download the Gartner's customer value measurement strategy.
Questions about becoming a Gartner client?
How Gartner helps Service Leaders in Driving Customer Loyalty
Gartner Customer Service & Support Webinars
Become a world-class customer service leader with insights and strategies delivered straight from our experts.
Gartner is a trusted advisor and an objective resource for 15,000+ enterprises in 100+ countries.
Gartner for Sales provides sales leaders with the insights, advice and tools they need to address their mission-critical priorities.