It’s all about the Customer - Importance of Quality Customer Service

Taking into consideration the fact that it takes 12 positive customer experiences to make up for just one unresolved negative, it is evident you want to do whatever it is in your power to ensure that each and every client who comes through your door leaves with a smile on their face.

In 2011, 70% of Americans said they were willing to spend more with a company they believe provides excellent customer service. So what can you do to ensure you are one of the businesses praised for its help line? For the following article we’ve listed some of the most essential aspects of the customer service you need to tweak to win over your customers, as well as an actionable advice on how to do it.

Really get to know your customers

According to an Accenture report, 75% of customers claim they are more likely to purchase products from a retailer that recognized them by their name, recommends options depending on their previous purchases, and/or knows their purchase history. Obviously, more people are willing to trust brands and companies which recognize individuals and their preferences.

A relationship a customer builds with a particular brand can quite often be driven by emotions, that is, feelings derived from good or bad experiences they had with a company in question. Taking this into consideration, setting aside the time to remember your customers’ personal details will help retain customers. Your regulars are bound to share positive experiences with their friends and families, meaning personalization will drive more new customers your way; as a result, you’ll see increased ROI sooner than expected.

Let them get to know you

Especially when you’re running a web-only store or a business of any kind, you are nothing but an anonymous figure; and this anonymity is precisely what causes the lack of trust in your company.

It is essential to add a face or an email (even physical address if possible) to your website, in a way to reassure them you will not disappear overnight. No, you are not required to rent an office space if it is redundant, but being upfront about the region you operate in and providing people with channels of communication other than email will strengthen their relationship with you, and strengthen the trust - just a few personal detail can go long way.

Think – does your line of work allow you to bring face-to-face interactions? If there exist the chance, build a community for your customers. Be it a webinar, interactive feature on your website, or an event at a physical location.  The fact is, people don’t want to deal with businesses – they want to deal with people behind the brand.

Lower the response time

We are living in a hectic world; in times when people look for instant answer to their questions and instant solutions – only one second can make or break your business. Namely, more than 40% of customers claim that what frustrates them the most is being put on hold.

It is not just about waiting on the phone or in front of the screen waiting for an email – you’ll also hear people complaining about having to sit in a waiting room while you are, for instance, stuck in a meeting. As, at times, delays cannot be prevented, certain companies had made sure they come up with a system that would keep the customers occupied while they are waiting.

One example is a Lexus dealership which allowed its customers to sit in a brand new Lexus ES 350 while they waited for their cars to be serviced. For small business owners, such extravagant options are not really possible, but there are still ways in which you can keep your clients entertained – consider including a variety of reading materials, or finding a photo booth rental and hire where they can take a few spontaneous pics - time will just fly by.

Take responsibility for your mistakes

Finally, remember that we are only human and we all make mistakes – you just have to own up to them and the majority of your customers are bound to give you a second chance. Have you been late with the product delivery? Has it been delivered to the wrong address? Was it broken or malfunctioning? If it truly is your fault, admit it and offer something in return.

When a customer was not delivered a package from Amazon in 2007, the company rushed to send another one and did not charge for the delivery. Might this kind of customer treatment be the reason Amazon is #1 eCommerce store out there? One of the biggest ones, certainly.  

In the end, ask yourself the following: what have you done for your loyal customers today, and what can you do tomorrow? The above listed are just some of the possible options to consider, but to rise above your competitors, you’ll need a touch of creativity to come up with unique ways to cater to your customers’ needs.