Customer care is one-on-one interaction with a client that allows for building a trusting relationship. It is different from customer service or loyalty and less quantifiable and based not on the simple provision of services but on building personal relationships with the client. An example of customer care is addressing a customer by name, providing various payment methods, or the absence of mandatory registration, as the company thinks of the buyers and their pains (Oblander et al., 2020). The idea of customer care comes from the notion of a “vulnerable consumer,” a consumer who experiences obstacles in concluding a possible deal due to fear or uncertainty about its reliability (Gasiorowski, 2022). It is beneficial for businesses to work with potential consumers, identify disturbing situations, and remove or minimize them. Otherwise, many clients will refuse the deal due to their doubts and insecurities.
In modern marketing, Inclusive service is the latest word in customer care. In 2022, ISO 22458 was published, a document with requirements and guidelines for creating an inclusive service (Gasiorowski, 2022). Inclusive designs and flexible services are being introduced into the work, constantly changing based on customer feedback. For example, some companies create affordable beauty treatments for the blind by putting just a few small tactile marks on their packaging. Since there are few such firms, their customers only choose their products because of the inclusive service.
Modern customer care strategies require businesses to maintain contact with customers and show that the firm hears and considers their opinion. Its use by organizations should minimize consumer harm and teach organizations to deliver flexible and inclusive services. Companies that do not invest in establishing personal relationships with customers lose profit and market competition (Oblander et al., 2020). Successful customer care increases profits and, in addition, enhances the product provided.
References
Gasiorowski, E. D. (2022). Looking out for vulnerable consumers. Quality Digest.
Oblander, E. S., Gupta, S., Mela, C. F., Winer, R. S., & Lehmann, D. R. (2020). The past, present, and future of customer management.Marketing Letters, 31(2), 125-136.