Reseña del libro "Human Minded Care: The Pathway to Your Customer's Heart (en Inglés)"
From the get-go, let me tell you that this book is not about customer service, call centers or issue firefighting. There are many books out there on these topics. This book is about taking care of your customers in everything you do as a business. This book is about aspiring to have your customer walk away happy from every interaction they have with your business. This book is about building a rapport with your customers that makes them want to stay with your business or even to bring their acquaintances to your business. For too long, care in the context of businesses providing for their customers has had it all wrong. Care has been viewed as being synonymous with customer service, and that, in turn, has been seen as a primarily reflexive activity - handling problems and calming frustrations in the face of a customer experiencing an issue. As we're going to discuss at length in this book, this aspect of care is only part of the picture, and something that all companies should work hard to avoid (but do well if necessary). In other words, the service part of care should only come late, if at all, in the customer experience. If you really care for your customers and act with their interests truly in mind, then there will be no need to provide service later because you will have already provided everything that they may need. In other words, the more you care, the less you need to service your customers. Counterintuitive, no?I propose that we adopt a broader definition of care and approach it not as a reaction to an issue; we should instead see it as the responsibility that each company has to identify the needs of a customer, offer a solution to those needs, and provide a seamless and uncomplicated experience. This implies devising products, organization, processes and infrastructure that make the customer's life easier and more pleasant. "Human minded care" is putting the quality of human experience at the core of every customer interaction. It is about providing what is essential - physically to the human body, logically to the human mind and emotionally to the human soul.Marketing is the promise, care is the delivery. Care is the new marketing because, given the increased transparency and connectivity of the 21st century, your delivery is your promise.
