One thing goes without saying for any business: if you want to keep your head above the water in the cutthroat competition, you have to make sure your customers are satisfied with the way you treat them. Moreover, according to the research conducted by PwC, customers are willing to pay up to 16% more for better customer service.
Even though catering to your customers is obviously crucial, very few businesses manage to do this in a way that turns one-time customers into regular ones. So, we would like to provide you with all the information you need to make your customer service impeccable.
What Customer Service Is
Let’s start with the definitions to make sure we are on the same page. Customer service is everything you are doing for your customers before, during and after they make a purchase.
Before the purchase, you may consult the potential customer to help them choose the product or service that would suit their needs the best. During the purchase, customer service is, for instance, how your cashiers and other staff treat the soon-to-be customers. After the purchase is made, you may provide installation services if needed, deal with any mistakes or faults if they are found in the product or react to customers’ feedback in general.
All of this can happen in-person, online or via phone calls.
What makes customer service good? There is a variety of opinions, but one thing is clear: good customer service leaves the customer satisfied with the way they were treated. In other words, good customer service equals good customer experience.
3 Reasons You Need To Pay Attention To Your Customer Service
1. It Is Cheaper To Retain Customers Than Acquire New Ones
It will cost you approximately five times more to encourage a new customer to purchase something from you. Besides, if your customer was satisfied with your business, they are 60-70% likely to make a purchase again. In comparison, the chances of your advertising to a new customer being successful are only 5-20%.
2. It Enhances The Word-Of-Mouth Advertising
Customers are more likely to take into consideration a recommendation from someone they personally know rather than an ad or an online review. If you make sure the customer experience you provide is impeccable, one satisfied customer will bring you more potential customers. Word-of-mouth advertising is the advertising channel that you can’t fully control or invest in directly; however, it can be very beneficial for you.
3. It Strengthens Your Brand
Nowadays, a negative review can go viral in a matter of days. A good example here is the United Airlines scandal: the fact that a passenger was beaten and dragged out of the plane due to overbooking was all over the news. On the contrary, if you go an extra mile to satisfy your customer (and do it in a surprising way), this can go viral as well and make your brand more trustworthy.
3 Tips For Impeccable Customer Service
1. Train Your Employees
Your customer service staff is at the frontline of interacting with potential and existing customers. They are the representatives of your business, its face. So, your priority is to make sure they are exactly what you want your brand to represent. You should invest in developing the following soft skills:
- clear communication;
- thick skin, etc.
Don’t try to create a script for every interaction with the customer: scripts can be rather annoying for customers; besides, they are rarely flexible enough for real-life situations. We would rather recommend you to educate your staff about what makes customer service excellent and encourage them to achieve this excellence.
2. Strive For The WOW! Effect
You may have heard or read a lot about going an extra mile for your customers’ needs. We would like to extend this piece of advice and recommend you to build every interaction with customers with the aim to surprise them. This should be a pleasant surprise, of course.
For example, when you go to Starbucks for the first time, you can get surprised the barista asks your name and come back to Starbucks because you had a strong positive emotion that is associated with the brand now. Besides, this is a great example of how you can personalize your approach towards customers.
This “wow” effect can be achieved only if you do something that no one else does. So, brainstorm unique ways to make interacting with customers unconventional.
3. Invest In Software
Customer Relationship Management (CRM) systems are developed with one purpose: automate as many tasks as possible and make interacting with customers smooth and easy. CRMs reduce the workload, so your employees can focus on talking with the customer without worrying about paperwork. Besides, CRMs allow storing all the relevant data in one place which makes personalization easier.
What is more important, many ready-to-use CRMs provide you with an opportunity to contact customers via the channel they prefer (email, Facebook, chat, Viber, etc.) in the same interface, thus saving your employees’ time.
Moreover, CRMs make tracking the customer service stats extremely easy with various reports and visualized data. Therefore, you can adapt your customer service strategy based on the data, not only a wild guess or a hunch.
The Bottom Line
Customer service should never be underestimated. When designing your customer service strategy, your main goal should be not just to satisfy your customers’ needs but also to make interaction so pleasant that they will want to come back to you for more. And if you still have any difficulties with all that, drop IDAP a line and we’ll help with our experience and expertise.