Most of us will have been at the receiving end of bad customer service, and it is normally something that you do not forget too quickly. However, it may not purely be the contact centre’s fault; according to research we did in 2015, our expectations of the quality of customer service (everything from speed to going above and beyond the call of duty) have risen in the past three years, and this trend is likely to continue.
Offering customers a positive experience can prove pivotal to an organisation’s reputation, yet today many companies are still more focused on finding more customers than they are in keeping their current ones happy. This is a flawed process; the fact of the matter is that this is a well-known adage even among the layman – it costs six to seven times more to acquire a new customer than keep a current one. This makes it even more imperative that the experience you offer your customers is as good as it can possibly be. So to help you achieve this, here are some important issues that all business leaders, large and small, need to know in order to plan for a tiptop customer experience.
- Bad customer service is something you never forget
The danger with negative customer service being vented through social media is that everyone has access to it – even the mainstream media, and if they pick up on poor service, it could be disastrous for your brand. However, offering good customer service through this channel can have the reverse effect, creating a positive brand perception that is shared the world over.
- It’s not just customers who can benefit
For years customer service has been considered a hindrance to a company’s budget and not as a necessity to invest in to help expansion. It is important to have customers who are happy, so that they remain customers (and for longer), and you are able to grow as a business.
- Always add a personal touch
Personalisation provides an opportunity for businesses to build customer loyalty, customers will inherently be more satisfied if they don’t have to put in a lot of leg work to get their questions answered, and allowing them to control how they contact you will do this.
- Customer interactions benefits your business as well
- The customer journey is an information goldmine
Understanding consumers' journeys can give insight into how their experience affects their loyalty to you and their future business with you. So, pick up the phone and call, tweet or text your customer service professionals. You’ll be surprised what you learn.
By Stephen Ball, Europe and Africa SVP & GM, Aspect Software