The Customers Have Spoken, How to Deliver an Experience Worth Raving About


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American consumers are more likely to talk with family and friends about good customer support experiences than they are about poor ones. In fact, the difference is 65% compared to 29%, according to a new survey by Mitto. So, with this new finding in mind, how do you ensure that your customer experience is the one that’s praises are being sung? Here are five tips based on the research findings.

Serve an experience that is rooted in problem-solving, timeliness and consideration
The Mitto-commissioned survey that polled 1,000 Americans in mid May found that a good customer experience is defined as one where the problem is solved (81%), the interaction is timely and efficient (66%) and the customer support is courteous (58%). With this in mind, take a look at your current strategy and consider whether or not these facets are clearly a part of your support mission. If not, start getting in the right direction by cutting wait times, offering clearer instructions to customers and training your support team to deliver information in an organized and thoughtful way.

Gain and keep customer trust
Majority of respondents (71%) said it takes only 1-3 poor customer support experiences for them to stop shopping from a brand and even more, 78%, indicated that they have lost trust in a brand that delivered a poor customer support experience. As expectations continue to rise from customers, it is imperative that your strategy is evolving and meeting these needs. An omnichannel communications strategy can help as it allows you to meet customers in a variety of ways and gives them more options throughout the experience – serving them interactions that are advanced and earn trust.

Integrate SMS/text as a channel
Speaking of using a range of channels to meet customers, more than half (52%) of respondents prefer SMS/text for interacting with customer support. More specifically, the channel is preferred most among those who are 35-44 years old (60%). You’ll have to move quickly with this channel though as 35% said they are willing to wait for a response to an inquiry over SMS/text for up to five minutes only. With intelligent routing, this speed is possible as it uses artificial intelligence to perform real-time evaluations of routes, moving from one to another to assure that optimal deliverability is reached.

Perfect your post-pandemic strategy
More than half of respondents (55%) said they contacted customer support more during the pandemic than they did before it and almost all (94%) expect brands’ customer support to become more technologically advanced in the future. Following the pandemic, plan for where your technology and support can improve to satisfy the growing number of customer support conversations. Consider adding more people to your team if it means being able to satisfy more customers in a quicker manner.

Know the power of support
When survey respondents were asked how support experiences have impacted their day, 53% said a poor one has ruined their day whereas 52% said a good one has improved it. With your brands’ communications, you have the power to change not only someone’s relationship with your brand and product, but the trajectory of their day as well. Listen to your customers and their feedback and let it inform the strategies that you pursue next to make sure that you are making their days and not ruining them.

As customers speak about your brand and its customer support, you want the sentiment to be positive and, consequently, to drive more business. This can be achieved by serving an experience that is rooted in problem-solving, timeliness and consideration, gaining and keeping customer trust, integrating SMS/text as a channel, perfecting your post-pandemic strategy and knowing the power your support has on those that encounter it.

Sean Whitley
Sean Whitley is the VP of Sales, Americas at Mitto, a leading provider of global omnichannel communications solutions. His focus is building and leading the growth of the Americas Sales team. Sean also co-founded (now Sales Clover) in 2018, which helps organizations engage decision makers into meaningful sales conversations.


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