Before even starting to look into the topic of lack of proper communication between a customer and the business, it is imperative that we stress the following fact: only 4% of your unsatisfied customers will actually report that.
Thus we must all remember that a high-quality customer communication process will always imply the good will of the party that provides the services
to the customer.
Time flies and what passed as customer service some years ago is no longer relevant to contemporary standards. The studies show that most of our clients depend on high-quality service, and this happens to be the driving factor when dealing with returning customers. In other words: Silence is not gold when it comes to customer service, neither is being absent in a conversation with your client.
A consistent two-way dialogue will always motivate our customers to come back for business. A great asset for a perfect customer service nowadays is technology and we shouldn’t leave that factor out of the game. Email, social networks and even SMS, each and every one is a great medium to inform your client, get the message out and collect any possible complaints on the customer’s behalf.
“A man without a smiling face
must not open a shop.”
– Chinese Proverb
While the entire world hates spam, an occasional personalized email newsletter (as nobody likes to be called “Dear Client”), addressing a personal message to the customer encompassing the arrival of new products, promotions, information on new prices or even an occasional Christmas “Thank you” message will not be passed by and will definitely be appreciated. To ensure that your message will be directed to the customer’s name, there are lots and lots of services that will assist newsletter management, such as Mailchimp and others. Plus, it would be a good idea to dig into encouraging your clients to respond to your emails, as everybody is very annoyed with “Do not reply to this message”. It only builds up a feeling of a fake care and respect towards the customer himself. It creates an impression that you’ve been forced to “shut up and listen what I’ve got to say”.Multichoice is a South African satellite and TV service that has adapted an interesting and simple way to assist its clients when they are in need of immediate assistance by introducing a simple system of short SMS-message codes, which they will send to the company’s number to alarm them that they have an issue of a certain type. Also, quite cleverly, they have certain issues
with easily fixable problems, so by sending a short SMS message, you will receive instructions on how to fix a simple recurring issue.
Training personnel and ensuring a holistic approach to information is crucial as well. Not only do we care about establishing a two-way contact between who keep your business going, you must as well care about the quality of the communication. At the very moment the client will hear “We’re sorry, we can’t help you at the moment, please call XYZ to receive more information” or anything of the above-mentioned nature — you’ve lost a customer. This is the absolutely last thing you and I would like to hear when asking for help. “Your call is important to us, please hold”, “We’re experiencing high volumes of calls, you are the x’th in line”, all of these are damaging to the image of the company and to the customer’s opinion of the business we run.
The Touch Agency has presented a report on customer presence in reviews on Twitter. There are approximately 1million tweets written every week and bear in mind that 80% of them are negative. We’re probably just that type of being, we can mostly recall the negative experience within our short-term memory. Thus, media and Internet coverage allows customers to speak their minds and the course of natural selection within today’s market forces business owners to seek and break the back of the beast.
Silence is obviously damaging from and time perspective as well. As this study shows, most of Top 10 retailer respond in an average of 17 hours, whereas some have made a great difference of lowering this mark to under only one. Moreover, the data shows that 41% of the consumers expect that they’ll receive our answer in around 6 hours, yet only 36% of the companies are able to fulfill this engagement. Whatever comes after this mark will end up dissatisfying merely a half of your customers.
Yet this article appears to be quite negative at times, all this data does at times make you feel like there is no way to make everyone happy, and it’s true. Yet right perspective is the right way to go. Having access to so much technology and media, we have merely infinite space to explore new and creative opportunities in providing great customer service. Like some use SMS-messaging to help people fix their TV sets, or others who collect the logs of your presence on their website and call you before you do, all of them have made a difference by thinking in an engaging and customer-driven perspective. Thus let’s concentrate on the customer, as he’s the one putting food on your table.
Written by Jooble