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The power of Touch: Touching the Customer


Image of two people with their arms around each other establishing touch as a metaphor for connecting with customers

One of the definitions for touch the noun is: the quality of a thing that is experienced by feeling it.  There are countless documented incidences recording the power of touch.  It’s has great healing value, it has also been cited as a valuable therapy for sick infants, and possesses incredible healing powers through the touch of massages. There are certain healing properties of touch as it has a mysterious effect on the people. Touch establishes a connection.

It has been my understanding that the power of touch as it refers to a customer experience is very powerful even though it is not necessarily in the physical sense of the word. That powerful aspect of establishing a connection within the customer service arena is what I’d like to discuss. Touch has a special meaning to customers in a way that promotes well-being and a sense that they are special and cared for, which is very important in a vendor relationship.

In our effort to touch the customers of Sound Telecom  by establishing a relationship connection, I’m charged with the duty of reaching out to our customer base. The purpose: checking in to see if there is anything they need or if there is anything I can assist them with. I find there is a great impact with those I touch through reaching out to them and a sense of satisfaction that I know both parties appreciate.

In today’s marketplace, businesses need to be open, transparent and accessible to their customers and make sure expectations are being met. Customers today have many choices to choose from. The companies that have a loyal following are those that make a difference with their customers by touching them in a variety of ways to make their lives better.  Simply put, the importance of touch and touching your customer base becomes the golden thread in your relationships with clients. To establish that connection a “touch” needs to be established.  I find our customers are surprise that I’m reaching out to them, concerned about their issues and committed to their complete satisfaction; this is a task I don’t take lightly.

By serving the needs of the Sound Telecom family, I ensure they receive a caring and genuine touch to promote satisfaction, which wins  customer trust.  Happy, satisfied customers are what we’re all about, but providing customer care from the heart is what we live for.



This entry was posted in Customer Service, Quality Assurance and tagged , by Cheryl LaBaw. Bookmark the permalink.

About Cheryl LaBaw

Cheryl L. LaBaw joined Sound Telecom as Director of Customer Relations in 2012. She is responsible for maintaining a high standard of service quality through ongoing monitoring and coaching of our call center agents. Prior to her arrival at Sound Telecom, Cheryl invested over 31 years in the customer care and service areas with United Airlines. She brings a wealth of knowledge and ideas from her experiences there in addition to working over 13 years in their call center. Cheryl’s skills in conflict resolution and customer satisfaction make her an excellent addition to the management team. As a Flight Attendant and Safety Professional she provided a more personal touch to customer concerns and safety issues. Mrs. LaBaw is passionate about health issues and has served her community by volunteering at Swedish Medical Center for three years in the Community Health Education Department. She also supports various youth organizations and child health and welfare organizations.