Customer Service is not about prioritising your customer, it’s about hearing them.
When times are good, companies worry less about their Customer Service Satisfaction rate because they still have a good number of new clients, and there will always be someone who is not satisfied with services anyway. Therefore, companies become lazy. However, after the recent crises with the pandemic and Brexit, many companies found themselves in a position with less business and fewer customers. It led them to step back to the drawing board and rebuild their customer service initiatives.
In our article, we have identified 3 main steps to building successful Customer Service, so let’s dive into them!
3 Steps to Building Successful Customer Service:
- Build relationships and customer loyalty
- Bring customers along with you
- Get value for your staff
Build relationships and customer loyalty.
When customers sense that the company would sacrifice their interests to take care of the clients, people will give their love and loyalty to stay longer and even pay a premium.
For example, Costa Coffee is a leader in the market with its loyalty programme and free coffee initiatives. The recent programme they ran was this summer when they would give away free iced coffee. If you’re a Costa Club member, you would scan the Costa Club mobile app when buying a drink to be eligible. The voucher for the free frappe would then automatically appear in the app.
Although it might seem like a standard exchange, giving away a few free drinks makes their customers so happy that they want to come back, share this experience with their friends and family, and might bring new business to the company.
Therefore, if you want to stand out in today’s crowded market, you need to bring your A game. Especially when increasing customer retention by 5% can increase profits from 25-90%.
Bring customers along with you.
When your business is ready for a change – be it a Digital Transformation or a new Customer Service strategy, it’s essential to gather feedback from your customers. Especially when your focus is on improving the customer experience. Therefore, when you conduct internal changes, bring your customers along with you to ask for their opinion on your updated processes.
This way, you will save time and money on tasks that don’t make sense or help customers. If you run a Digital Transformation project with a software partner, they should help you to identify key customers to contact and the main processes to clarify, especially when acquiring a new customer costs 5 times more than retaining one.
Get value for your staff.
When you improve customer service processes, it’s essential to stay focused on your customers because they will see the changed processes first.
However, don’t forget about your staff as well. Many companies never double-check with their employees that the changes the Customer Service team is undergoing are met with the people who should follow these procedures.
Therefore, if your staff are doing ‘mundane’ or repetitive tasks and you can automate these processes, that will often empower employees to stay focused on what’s important.
For instance, a call centre operative can provide better customer service by having time on the phone with customers than typing in order details received via email or fax.
Your internal champion of improvement will help those implementing the transformation understand the current or potential pain points and ensure that whatever the result is, it will work on a day-to-day basis for them and their colleagues.
By being part of the project team, they can also quickly give feedback on what may make the process inefficient or add dissatisfaction to the experience. And because they fully see the long-term benefit, it will be honest feedback which will be invaluable to the wider team in ensuring success.
Whenever you choose to step up your game and improve your customer service, don’t forget to check with both sides of the change – customers and your employees.
Make sure your customers see the benefit of the change and ask for their feedback to understand what else you can improve to enhance your Customer Service. As well as check with your employees that their tedious and manual tasks are automated, which gives them more time to focus on more value-added tasks and your customers.
And always remember, 93% of customers are likely to make repeat purchases with companies that offer excellent customer service.
If you want to be a part of the first group and drive changes to your business, contact us for an initial FREE of cost call to identify if future changes will be beneficial for your company.