Businesses that are looking to improve their customer retention should pay attention to which clients they match with certain employees, according to a recent report in the Journal of Service Research*.
The German researchers found a direct link between employee empathy, customer satisfaction and customer loyalty. This link proves that managers need to pair their most empathic employees with sensitive customers.
"Empathic customers are much more likely to forgive a spilt coffee or undercooked steak, and empathic employees are much more likely to respond sensitively to customer requests and complaints," said Katherine Lemon, editor of the Journal of Service Research and accenture professor of marketing at a university.
Pairing employees with certain companies is one way business owners can make sure customers come back, but it is not the only way. A recent article for Chief Marketer** spelled out a few other strategies.
It may be obvious for everyone with a degree in business
, but the source suggests managers should reward repeat customers. A few ways businesses can do this is to create points-based reward programs and limited time-only promotions.