Long gone are the days when customers could call a single call centre number that could manage all their queries and support needs. Now, consumers expect service – be that the answering of questions, resolution of issues, or requests for support – through any channel on which a brand is present… and fast.
While your brand can track its performance in perception and service through the likes of the NPS formula and other customer metrics, there is a variety of techniques you can employ to ensure that your service remains first-rate at all times. Here are the top six ways you can show exemplary customer service across your channels so your buyers feel supported whichever way they turn.
1. Keep an eye on – and action – customer feedback
Customers give feedback in a variety of ways across their favourite online channels, both prompted and unprompted. While most businesses do make a habit of logging reviews, comments, and survey results, truly understanding and interpreting the feedback into tangible actions is rarely done.
Translating the themes provided and issues raised through customer feedback into genuine business insights and intelligence gives the opportunity for improvement in line with customer demand. This can increase customer satisfaction and help to exceed customer expectations. Such business insights are usually best gained through an independent third-party provider of data analysis and automated intelligence tools.
2. Show up where necessary
Different customer segments and audiences ‘show up’ on different channels and in different ways. If a business truly knows its audience, it will understand how and when its customers like to communicate, and through which channels.
Brands don’t need to do everything all the time, but they do need to show up where appropriate to their audience. Offering at least a presence in the forms their audience would expect will satisfy the customer base and ensure that they’re able to request support as and when necessary. If a customer’s audience prefers to talk by phone, a freephone number should be offered. If they prefer to use Facebook, a chatbot or messaging service on the channel may be more relevant. All customer service should be tailored to the customer and not to the brand.
3. Offer a ‘self-service’ customer support option
The best customer service would be the ability to offer no service at all but, in the absence of that being a likely reality, something must be accessible 24/7.
A self-service customer support option, such as a comprehensive FAQs page on the vendor website, an interactive support chatbot, or downloadable ‘How To’ guides, offer the ability for customers to seek and provide their own support without further brand interaction. This works across a variety of platforms and is particularly popular as a starting point for customers who may go on to later request specific information.
4. Track all interactions
Although many companies do track their interactions with customers, it’s often the case that the CRM software used does not track across all the brand’s channels.
If a consistent and comprehensive service is to be offered across all channels without the customer having to explain themselves and their situation every time they reach out for help, it is critical that all customer interactions are monitored and logged for quick reference during future dialogue.
5. Keep it consistent
Customer service should be as consistent as branding and tone of voice so that those interacting with a brand know who they’re working with and know what to expect.
Whilst there is undoubtedly a change of aesthetics and styles between platforms and channels of communication, thorough staff training and consistency of policy must be adhered to as much as possible throughout. It can be an easy trap for brands to fall into to keep social media communications informal but call centre and email interactions more structured; however, this will only result in one channel being favoured over another as customers default to where they’ll find more satisfactory service. Consistency is key.
6. Go the extra mile
No matter how formal the communication channel or how big or complicated the query, companies should always strive to go the extra mile and exceed rather than just meet customer expectations.
The example of Cloud company Rackspace is often given. On a lengthy and complicated support call, the customer service representative heard the customer mention to someone else that they were hungry. Placing them on hold for a minute, they ordered a pizza to the customer’s address – and were still on the phone working through the call when it arrived as a surprise. Needless to say, they were delighted and remain a customer to this day!
Customers make a business and so they should always be put at the heart of everything that business does. No matter the time, place, or style of service comms, putting the focus on the customer is key – and happy, healthy customers will equal a happy, healthy company!