Customer service â it keeps your customers coming back for more! | DMA

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Customer service â it keeps your customers coming back for more!

Ben Cohen, Co-founder of Ben & Jerry’s once said “When a business does something good for somebody, that somebody feels good about them!” And he couldn’t be more correct, especially when it comes to customer service. It’s been suggested that a company with outstanding service can increase customer retention by as much as 80%, and boost profit by 60%, so why does it seem some brands just can’t get it right?

Customer service especially through the contact centre is one of the most crucial stages of nurturing a customer relationship. It’s where brand perceptions are created and also changed, and where trust between brand and consumer is built. But staggeringly it seems customer service often falls behind consumer expectations, with 87% of customers thinking brands need to put more effort into providing a seamless experience. A shocking statics for brands as customer experience is expected to overtake price and product as the key brand differentiator by 2020.

The contact centre is hive of activity, cultivating loyal consumer relationships as it gives brands the opportunity to make their customers feel valued, which can often be a deciding factor for repeat purchases. And with loyal customers 5x as likely to repurchase, 5x as likely to forgive, 7x as likely to try a new offering, and 4x as likely to refer, turning a ‘ short-term consumer’ into a loyal one can certainly impact your bottom line. So, getting the customer experience right first time is key to winning at customer service, and will almost certainly differentiate your brand from the competition.

So how can you keep your customers coming back for more? Rule number one, be accessible. No-one likes to be put on hold it will only irritate your customers and leave a nasty taste of bad customer service in their mouth. Yes there are always going to be exceptions to the rule, but with 60% of consumers saying they will abandon a call after one minute of waiting on hold, this is something that shouldn’t be over-looked in your call centre.

Rule number two, be consistent. Consumers want all their interactions with your brand to be consistent regardless of the channels they use. If the in-store experience doesn’t align with the customer experience via the contact centre the consumer may never make a repeat purchase and discontinue any loyalty they had to your brand.

Rule number three, build trust through transparency. Providing your customers with a human service which allows for openness, communication, accountability and management of expectations can actually enhance your consumers trust towards your brand. Being transparent throughout every stage of the customer journey can have a real impact on your customer retention levels as trust blossoms between brand and consumer.

Rule number four, make it easy. The easier it is for a consumer to make a decision the more likely they are to complete a purchase and be satisfied with their decision. So, providing the customer with all the information they require about the product or service, making the purchasing journey as easy as possible whether that’s in store, via the contact centre or online is another contributing factor to customer service success.

Rule number five, personalise the experience. This will not only make your consumers feel valued but it will foster a connection between you and them. All communications should be personalised throughout the customer journey, however the contact centre is a great way to deepen this personalisation and establish strong customer relationships.

But most of all, just giving customers what they want in a friendly, timely and accurate manner is all you really need for exceptional customer service. So what are you waiting for?…

Call Suzanne Kay on 01254 503 578 to discuss any customer service requirements you may have.

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