THREE: Better Customer Service
EVERY STEP OF THE WAY
When companies improve their customer service, the difference is often hundreds of thousands of dollars in increased revenue — all thanks to positive reviews and customers who actually return. A customer’s journey begins the moment that they first encounter your brand name. From then on, it is up to you and your company to provide them with a standard of service that keeps them coming back for more.
Having a website that is user friendly and compatible with mobile devices establishes a solid foundation for good customer service, but digitally-savvy companies are excelling in the area for two reasons. One, they make it easy for customers to contact their brand online. And two, their customer service representatives reply to those online inquires as quickly as possible.
BLUNDERS = OPPORTUNITIES
Poorly stitched clothing, a misplaced restaurant reservation, bad stock advice — even the best of businesses makes mistakes. But when customers don’t get what they pay for, they often experience a particularly high level of emotion (e.g., frustration, disappointment). And it makes sense, because no one wants to feel taken advantage of or as though they’ve been ripped off.
Commonly referred to as “moments of truth,” it is of utmost importance to provide outstanding customer service during these instances. One study found that when companies act fast and go above and beyond to correct mistakes, over 85% of customers rated those companies even more favorably than they did before the mistake was made. On the other hand, when customers felt as though a company did not do enough to correct mistakes, 70% said it was unlikely that they would return.
Businesses that embrace the digital world have the power to turn these business blunders into business opportunities. First, they daily monitor their customer reviews and when they receive a poor rating, they reach out to that unsatisfied customer to make it right. But, they don’t stop there.
For example, an online jewelry retailer who is digitally-savvy would replace the damaged necklace and send a coupon code for 40% off their next item. This prompts customers to reconsider the brand, perhaps revise their review, and tell others about the experience which ended up being a positive one.