What is the most important thing you can do to improve relationships with your customers? The answer is as obvious as it is overlooked: improve customer service. Regardless of how great your product is or how talented your staff is, one of the things that customers are most likely to remember is the direct interaction they have with your company.
The bottom line is that your customer service team is often the face of your company and customers’ experiences will be defined by the skill and quality of the support they receive.
A strong company will already have great customer relationships. But a smart company will always be asking “What is good customer service?” If you are not constantly on the lookout for opportunities to improve your customer service, then your relationships will stagnate. Here are a few customer service tips for identifying ways to better serve customers.
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1. Strengthen your customer service skills
Firstly, it’s important to make sure that your customer service team has the right skills for managing your customers’ needs. No amount of CRM software can compensate for shortcomings in this area. But what skills should you be looking for in a customer service representative?
- Empathy, patience and consistency. Some customers will be irate. Others will be full of questions. And others will just be chatty. You must know how to handle all of them and provide the same level of service every time.
- Adaptability. Every customer is different, and some may even seem to change week-to-week. You should be able to handle surprises, sense the customer’s mood and adapt accordingly. This also includes a willingness to learn– providing good customer service is a continuous learning process.
- Clear communication. Ensure you convey to customers exactly what you mean. You don’t want your customer to think he’s getting 50% off when he’s actually getting 50% more product. Use authentically positive language, stay cheerful no matter what and never end a conversation without confirming the customer is satisfied.
- Work ethic. Customers appreciate a rep who will see their problem through to its resolution. At the same time, you must have good time management skills and not spend too much time handling one customer while others are waiting. Stay focused on your goals to achieve the right balance.
- Knowledge. Ultimately your customers rely on you for their knowledge of your product. Stay informed enough to respond to most inquiries and know where to turn if the questions become too detailed or technical for you to answer. But don’t be afraid to say “I don’t know” either. Customers will appreciate the honesty and your efforts to find the right answer.
- Thick skin. The customer’s always right… right? The ability to swallow one’s pride and accept blame or negative feedback is crucial. Whether your team works directly with customers or by looking for feedback on social media, they’ve got to keep the customer’s happiness in mind.
Not sure if your representatives have the right customer service skills? Survey or interview your customers to understand whether your service team is showing each of these traits. Running a customer feedback survey via your CRM programme, at the point of sale or when you send customers an invoice is a great way to see where your team’s skills do and don’t measure up.
2. Look at every touchpoint
A bad customer experience at any point in the customer lifecycle can ruin your relationship. In addition to ensuring that the right skills are demonstrated, you need to make sure they’re being demonstrated consistently. Pay the most attention to key touchpoints, but make sure you have a full view of the customer experience; otherwise you will risk lapses in service that can really damage business.
3. Improve your customer interactions
If your staff has the necessary skills set, that’s a good start. But they still need to relate to your customers. Here are some tips for ensuring that customer service is both thorough and well received:
- Ask reps to try to identify a common ground–like shared interests–with the people they help. Having this point of understanding makes conflict easier to overcome by humanising the relationship, and it endears customers to your rep (and ultimately your company).
- Practice active listening so your customers feel heard. Clarify and rephrase what the customers say to ensure you understand them. Empathise with and reflect their feelings by saying things like, “That must have upset you” or “I can see why you feel slighted.”
- Admit your mistakes, even if you discover them before your customers do. This builds trust and restores confidence. It also allows you to control the situation, re-focus the customer’s attention and resolve the issue.
- Follow-up after a problem is solved. Ensure that the issue stays fixed and that your customers were satisfied with the service. Sending an email or even a feedback survey is an excellent way to let the customer know you’re still on their side.
4. Enhance your customer service strategy
Your staff may have the skills and know-how to interact with your customers. But what organisational strategies can you employ to please customers? Practice proactive customer service by making your customers happy before they come to you with problems. Here’s how:
- Get personal. Your customers want to feel like they have access to real people, not bots and FAQs. Offer more than just automated email responses, and do not let your telephone prompts or website send them down a rabbit hole. Take full advantage of social media (such as Facebook, Twitter and Yelp) and write responses when your customers post on your page. Post photos and bios on your website. This shows your customers that you are real people working on their behalf.
- Be available. Part of the personal touch is making sure your customers can reach you. For example if your business is primarily online, meet in person occasionally with local customers and offer video calls (such as Skype) for those farther away. Work early and late when needed, especially if your customers are in different time zones. Even providing customers with your physical address helps build their trust and reminds them that your company exists off the internet as well.
- Cater to your customers. Make sure you are fully meeting your customers’ needs. Consider assigning reps to specific customers so they can build a relationship. Offer VIP treatment for your best customers to let them know they are appreciated. What special services might your customers like? Set up focus groups, interview customers, or run a survey to get ideas.
- Create communities. Your customers will feel even more valued if you treat them as important members of a community. You can bring various customers together in numerous ways, including webinars, interactive websites, social media, trade shows and conventions. And don’t forget that while your customers come to these forums to learn from you, you can learn as much–if not more–from them.
5. Ensure that your representatives are engaged
You can have the best customer service skills and the best training in the world, but if your representatives are disengaged, then all that counts for nothing. Improving employee engagement is another way to ensure that customers have a great experience. Dissatisfied employees are unlikely to come forward with their problems, so consider an anonymous suggestion box or an employee engagement survey to see what makes your employees tick.
6. Give your customers a way to provide feedback
Regardless of how proactive you are, you’ll never be able to achieve direct communication for every customer issue. To ensure that you learn about the good, the bad and the ugly experiences your customers have, create an easily accessible way for customers to give feedback.
Whether it’s a phone survey at the end of a service call, an email survey sent directly from your CRM tool or a form on the “Contact Us” page of your website, creating a means for customers to give feedback makes it easier for you to learn what needs improving on. It also helps to prevent unhappy customers from voicing their displeasure in highly visible places, such as on your social media pages.
Whatever steps you choose to take, remember the importance of feedback for customer satisfaction. Are you unsure what your strengths and weaknesses are? Do you not know why the numbers are dipping? Make an effort to get closer both to your customers and your reps.
Not only will you discover touchpoints and skills that need improvement, but your customers will see that are dedicated to providing top-notch, proactive customer service.