We’re celebrating Customer Service Week. One important objective is to demonstrate your organization’s commitment to customer satisfaction. The following recommendations will assist in this effort.
Follow-up
Let’s begin at the beginning with the basics: follow-up. How many times does a customer wait for a call back, that package to be delivered, or the technician to arrive and it doesn’t happen. Generally, the most dissatisfied customers are the ones who expect something and the company fails to deliver on time. Then, to add insult to injury, when a call is made or email sent, asking, “What’s the story?” and no one responds ever or within a reasonable period, the exacerbation is even greater. Companies need to have processes and training in place to ensure customers’ expectations are set and met, and when there is a problem, the customer is contacted with an apology and a definitive time for resolution. Customers forgive, but not when they feel no one at the company really cares about them or their business.
Share Customer Experiences
All customer service training modules should include interviews of customers sharing stories of really good or bad experiences. Hearing directly from people who have purchased products or services makes the training more impactful. Whether the department is one that directly communicates with customers or supports the customer service function, such as logistics or warehousing, this is a great way to get your service message across. With YouTube, such interviews can be completed easily and cost effectively. Customers like to participate in the process, creating a win-win for everyone.
Respond To Social Media Postings
Recently, The Center For Client Retention conducted a social media benchmarking study disclosing that 95% of consumers who post a comment on a social media site, feel either neutral or positive about a company responding to what they wrote. Knowing the impact of social media, companies should definitely allocate resources to searching for and answering posts. Besides thanking customers who may love your products and services, uncovering a consumer issue that might be easily salvageable makes sense.
Use Customer Survey Feedback Wisely
Of course my friends know I’m in the customer satisfaction research business. I am always hearing stories about their experiences, both good and bad. A customer is requested to answer a survey, asking for important feedback and their valued opinions. The questionnaire is filled out, the send button is hit, and that’s the last time the company is heard from. Don’t ask for the customer’s feedback unless you want it. When customers tell you they are unhappy, take action. Complaints are the best gift, no matter what the communication channel.
Customer Satisfaction is one of the primary components of building brand loyalty. If you want to increase sales and improve profitability, ensuring your customers are happy with your services and/or products is key. To retain customers you need to build strong relationships. However, customers will not be open to creating a bond if their basic expectations are not being met or ignored.
