A common assumption in the CRM industry -- that loyal customers make for successful companies -- often remains just that, an assumption. But two researchers at the University of Arkansas have linked the two. In a recent study, they found that customer loyalty has a strong impact on the financial performance of companies in the personal-computer industry.
Everybody has a love/hate relationship with their PC," professor Rod Smith told CRMDaily.com. "And everybody gripes about technical support. But we were surprised that it impacts companies this much."
Of the four characteristics of business-process performance that directly impact customer loyalty, the quality of tech support after the sale is the most influential, Smith and colleague William Wright concluded. High-quality service differentiates the financial performance of firms and confers a substantial competitive advantage in the PC industry, said Smith.
Kimberly Hill, www.crmdaily.com
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Source: NewsFactor
