Customer service has become an incredibly strategic investment in the business world. Today’s customers want more information, more quickly than ever before, so it is important to be prepared for the support they will need. Companies that invest in their support service are opening up the opportunity to gain more loyal customers than ever before. Improving service at the support level can better strengthen a company’s customer relationships. Look below for five opportunities to build the service experience for stronger, deeper customer relationships.
- Be strategic with channel selection: While it is convenient to be able to contact a company’s customer service department on any channel, it may lead to subpar communication on every channel. Instead, determine which channels your company should focus on and give full effort to those your customer service personnel will be great at responding to. Companies need to learn which channels their customers most want to reach them through, whether it is phone, social media, email or something else. As long as your team is on top of responding to the channels you use in a timely manner, customers won’t be bothered that your company doesn’t operate on all channels.
- The human touch: While price and product currently lead as key differentiators, by 2020, customer experience will become the most important. Self-service support often fails to deliver, especially when users have complex concerns an automated system cannot fully answer. Whether your company chooses to have users simply speak to a customer service agent or give a biography and photo on live chat, the increase in the human touch will stand out and help to strengthen the relationship with your customers. When determining how to interact with customers, put yourself in their shoes. They don’t want drawn out explanations. Instead, do your best to fix the problem and keep the customer in good spirits.
- Specific measurements: Success can mean different things to each individual or department. Therefore, it is important to have standardized metrics to demonstrate whether or not each individual or department is reaching their goal. Once your company knows what measurements they will be judged on, they can improve their performance to better meet those goals.
- Use available data: If your company has data at their disposal about the customer service experience, use it. Data can demonstrate where any weak spots are in the process and allow the department to tweak procedures to provide better and stronger customer experiences. Using data helps companies to address issues from the customer’s perspective.
- Understand what customers want in their interaction: It is one thing to try to provide a positive customer experience, but quite another to be trained and prepared based on insights from real customers. Customers should be the top priority; customer service should be integrated across the entire business, not relegated to a support function. When available, review customer feedback and give both positive and negative examples. Set your customer service department up for success.
About the Author:
TopLine Strategies delivers the complete integration and development of sales, marketing and customer service technologies that enable corporate clientele to improve revenue streams and strengthen customer interactions. Our project management and consulting is designed to achieve timely delivery, 100 percent user adoption of the technologies we implement and deliver measurable returns on investments for our clients.