70% of buying experiences are based on how the customers feel they are being treated - McKinsey.
Customer Service starts at the initial point of contact with the customer.
It then expands throughout the entire sales process, whereby a viewer is converted into a lead and a lead into a customer.
If your customer service is not stellar, it will lead to a chain of hidden chaos that takes time to get noticed and the following will result:
A. You will lose prospective business
Digital conversion rates are supposed to be at the industry standard of between 2% and 5% on Social Media and AdWords, based on click-through rates (CTR’s).
This shows that the maximum people visiting your social media page, ad or website, may not actually buy your product.
Similarly, with respect to offline retail, you wouldn’t know whether a customer decided not to buy from you because they didn’t like your product or because they did not like your customer service.
It’s easy to determine what works when people buy your product, but when people do not buy, how do you identify the problem or cause beforehand?
B. Your existing clientele will lose faith in your business
When your business is unable to expand, despite its product range, it raises questions among your existing clientele.
Their skepticism about your value increases because your customers are not getting the same experiences.
The worst part is that it is such an underlying issue, that you might easily miss it.
C. Your business will receive negative word of mouth
When consumers like a brand, they talk about it. When consumers do not like a brand, they talk about it even more!
Social media simply provides a platform to extrapolate this information, which then slowly stains the reputation of the business you have built.
As a provider of customer service, the problem is that you are inhibited by the owner’s biases. As a result, you may miss the real/big picture. The above-mentioned consequences are the after-effects of a drop-in customer service approach.
Anyone can tell you that you need great customer service to both retain existing business and obtain new business. However, it is difficult to determine whether a customer service team is performing at their most capable.
The following are red flags that can help identify the situation:
Increased bounce rate from the website.
The increase can either be after a new User Interface (UI) or User Exchange (UX), promotional offer or any addition is made to the website. This means that the addition is bringing negative returns and needs to be looked at immediately.
The decrease in the Sales team’s performance.
If there is a sudden decline in your sales team’s performance while the market seems to grow, then something must be fixed. This can include sales personnel training or the products’ or most-likely a deeper issue. Regardless of where the decrease shows that somewhere the customer experience is being compromised.
Increase in the cost-per-lead and decrease in conversion ratio.
So, you are spending a lot on promotions but your conversions are not increasing proportionately? This means, that the existing customer experience provided by your business needs work.
Now that you have a litmus test to check for the right level of customer servicing, below is how to improve the level exponentially:
1. Use the right technology:
It’s important to keep your website updated with current trends that consumers prefer. Using a CRM will improve your relationships with your customers.
Use newsletters to keep in touch with your customers’ subconscious. Live chat sites like Tagove or Chatbots provide consumers with a highly personalized experience that helps your sales teams have more prompt and effective response rates.
2. Train your people:
The very people your consumers interact with will become the face of your brand. They should reflect the values your brand stands for.
First and foremost, they should be trained to identify consumer issues before those issues are registered by the consumer.
They should be trained to listen to consumer issues and ultimately, be able to provide instant solutions to delight the consumers.
This applies to everyone in the organization, from the directors to the managers to the sales people to the trainees and down through to the interns.
Everyone in the organization should know the core values that your business stands for and should be trained to deliver these values to the consumer.
3. Communicate clearly:
Businesses occasionally lose relevance. Clear communication channels like emails=, social media, blogs, Chatbots and personal messages allow you to stay in touch with your consumers.
Make promises that your customers really care about; and once made, stand by your words. Simply meaning, replace your words with actions.
Customers and clients have every right to know about any changes with the business, whether small or big. Keeping both law and ethics in mind, always communicate with clarity.
4. Satisfaction is not enough - Delight.
There are too many companies willing to provide a bit of the same consumer pie. This is where your business needs to differentiate itself.
Companies today are responsible for dealing with consumer complaints fairly. However, the trick is to operate in such a way as to make the consumer face no glitches. Occasionally going out of your way to thank them for believing in and choosing you creates a cushion for any future hindrances. Reward your consumer’s loyalty and patience whenever possible!
Remember, taking care of your consumers allows you to simultaneously take care of one’s business. Good companies make good products but great companies differentiate themselves by providing world-class service along with their great products.
By Tagove :