Customer Service Satisfaction!
Customers are more connected than they’ve ever been. Across mobile and social and even non-digital channels, connected customers are changing the way every company does business. Service professionals are seeing and experiencing these changes every day, and are unanimous in their observations: we need to do a better job of delivering customer experience in this new connected world. Here are some tips to get you started.
It’s All About Relationships
Jason Ruebel is Vice President of Operations at LISNR, a sound-tech startup and mobile innovation leader. For his company, customer service goes way beyond fast response times and issue resolution. Instead, it’s about building a foundation of strong customer relationships so that LISNR’s customers become partners in evolving and improving the product.
“We’ve found that even though we’re a SaaS platform, our customers are still relying on us for consulting,” Ruebel said in an interview. “By being willing to lean in on relationships and provide marketing and implementation guidance, we’ve been able to build really solid customer relationships. Because of those relationships, when our customers find a bug, they reach out and work with us to fix it versus simply uninstalling the product.”
Don’t Wait for Customer Feedback to Come to You
The best customer service teams know a simple truth: people don’t always like to talk about their feelings. “Businesses tend to self-rationalize that most good customers actually do complain when they’re unhappy,” says John Goodman, Vice Chairman of Customer Care Measurement & Consulting (CCMC). “That’s just not true. If you think otherwise, you could be losing out of millions of dollars—regardless of what kind of business you’re running.”
Mark Kushinsky, founder and CEO of MaidPro, a home-cleaning company that successfully expanded from one market into a franchise with 180+ locations, agrees.
“You need to be constantly in touch with your customers, actively soliciting their feedback, because unhappy customers don’t always tell you they’re dissatisfied,” Kushinsky says. “They tell others, or they simply walk away. The converse is also true. Happy customers tell their friends and relatives, and that’s a big key to how we continue to grow.”
Hire for the Right Skills
To successfully deliver amazing customer service, Marie Rosecrans, VP of Customer Service at Desk.com says, companies need to hire the right people — and that means people who are truly invested in making your customers successful.
“Early in my career, I learned that the best subject matter expert doesn’t always make the best customer service specialist,” Rosecrans explains. “Supporting and serving customers requires a passion and a special DNA — these individuals get a special sense of gratification from working with and satisfying customers. You can hire someone who learns quickly, but you can’t necessarily teach someone to care about customers — that’s intrinsic to who they are.”
Know Which Channels Your Customers Care About
Today’s consumers are channel omnivores: in a single day, the same customer may interact with your company on social media, through your website, over the phone, via live chat, and within your mobile app. So while great customer service must be omni-channel, for small businesses, sometimes it’s hard to know where to focus.
Sebastian Dedering, Head of Customer Success at the fast- growing mobile payments company iZettle, says knowing which customers the company planned to target helped inform their decision to invest in Desk.com as a customer support tool.
“We knew that our customer support team would be growing very rapidly as we were about to launch in three new markets,” Dedering says. “We needed a tool we could grow with and would provide the kind of multi-lingual support that we needed for European expansion. It was also really important that we found a tool that supported all of the main channels we offer to our users—email, Facebook, and Twitter.”
“These days, good customer service is table stakes—it’s expected. Customers today rightfully expect to be delighted and WOW’d.”
Marie Rosecrans, VP of Customer Experience
Help Customers Help Themselves
We talked to Sam Franklin, the founder and CEO of Greenvelope, fast-growing electronic invitation, ticketing, and event management company, about how customer service figured into his company’s growth strategy.
“I have a really strong belief that our growth is directly tied to the experiences that we create for customers and the positive word of mouth growth that results,” Franklin told us. One of those experiences is a knowledge base that Franklin says “makes it really fast and easy for customers to find their own answers.” For Greenvelope, it’s a win-win.
“Today’s customers like to help themselves and they really appreciate the clear articles for instant answers,” Franklin explains. “Additionally, we get a lot of data through our customer service system that helps us continually optimize our business processes.”
How Service Teams Can Smash It in 2018
It’s time to fine-tune your workflow and sales environment so that you can land more deals in the coming year. Here are some tips on how to revamp your strategy in 2018.
Look to create faster service to drive repeat business. We know that 85% of customers have been put on hold because the agent didn’t know what to say and needed to check, according to Dr Nicola J. Millard, SuperAgent 2020: The evolution of the 2020 contact centre. Strategize ways to connect your service agents in a whole new way.
Tap powerful insights to identify high-value customers. It’s time to get smarter and predict more about your own customers. It’s also a good idea to use those insights to sell support packages to drive recurring business.