How To Retain Customers?

Gesner Filoso - February 2, 2018

In the battle for customer’s attention, there are apparently no winners. At least this is the conclusion of the recent research released by the SuperOffice team. Their research shows a majority of the 1,000 companies in the study are failing to retain their customers as they do not meet their expectations.

It is funny that companies keep investing loads of money in new technology, new processes, advertising and more – but are still not able to solve simple problems in their customer service front line. For instance, according to the report:

  • 90% of companies DO NOT acknowledge an email has been received.
  • 80% of companies ARE NOT ABLE to answer customer’s questions in the first reply.
  • Actually, 62% of companies DO NOT respond to customer service emails.
  • From those who do respond, 97% DO NOT follow up with customers to see if they are satisfied with the response.
  • In fact, companies ARE NOT ABLE to respond customer service request is less than 12 hours.

You might think the new bots, chatbots and virtual assistant technology will alleviate some of the problems listed above, but these are still shocking trends. At the same time, while the new channels and digital capabilities will undoubtedly improve the customer service industry as a whole, the real connections and genuine empathy can never be replaced by technology. Both emotional and practical capabilities must work consistently and in harmony to exceed customer expectations.

I use to say that everything looks easy in a blog post, but after more than 20 years in the customer service industry and working with customers and brands across the globe, I can summarize the main goals of any customer service organization in two lines:

  1. Building true relationships with customers.
  2. Attending customers’ needs quickly and effortlessly.

If your business is failing, either in the emotional or practical side of this equation, you have probably lost already.

If you want to keep this conversation going, send me a message or share your top list of customer retention tactics – you can find me on Twitter. I look forward to hearing from you!

get your whitepaper


Gesner Filoso

Raised in São Paulo and currently living in Madrid, Gesner Filoso is a seasoned Marketing & Strategy professional with almost 20 years of marketing & customer service leadership and expertise. Gesner is currently the Global Head of Brand Strategy Marketing Communications of Sitel Group, one of the largest customer experience companies in the world which provides services from +25 countries throughout North America, South America, Europe, Africa and the Asia Pacific region.


contact_form_siteldesk