“No I did not receive good service”
By the year 2020, customer experience will overtake price and product as a key brand differentiator. With customer service slowly becoming the most important aspect in the buying process, a customer is 4 times more likely to go to your competitor if your problem is service-related rather than price or product related. With this in mind is it time to manage customers, service expectations? The following are examples for the main things companies get wrong when it comes to customer service.
1. “Do you mind holding?”- As a matter of fact WE DO! Why should customer service over the telephone differ to that of face to face? Can you imagine how frustrating it would be for a customer, if when in a store they were asked to stand idle, not knowing how long for, listening to music as the store assistant goes wandering into the back for 10-20 minutes? When customers are kept on hold over the telephone the same level of frustration can build. If for any reason a customer has to be put on hold, you must tell them the reason for this and how long they are expected to be on hold for.
2. “Please don’t take that tone with me”- Let them take any tone they like! However never reciprocate with the same one. No matter how rude a customer may be, businesses must train their employees to remain calm and helpful. 73% of consumers say they would use a company for friendly employees and customer service representatives. Bare this in mind when in discussions with a customer as when they may be frustrated, if it is dealt with professionally they will be more grateful than if you were rude back to them.
3. “I will look into this straight away”- Ensure you do! Ignoring a problem will only make it worse. It will not go away if any company or customer problem is not dealt with head on. Keep in mind that customer problems cannot be resolved with one plan. Each customer will need to be spoken to and reassured that whatever problem they may face will be sorted. Offer special attention, not standard responses.
4. “Could you just complete this 10-page questionnaire?”- Do you really need that much information? Make processes for customers as easy as possible. When a good is returned or a service cancelled only request the information that you really need. Why should customers have to provide endless information when returning an item and they didn’t have to when purchasing. Make this experience as easy as possible so that they will use the service when they need it again or buy another product in the future from a company they know they can trust and rely on for good service.
5. “Do-not-reply”- Translated as, We-don’t-want-your-business! People love to hear their own name. Making any buying and post-purchase experience personalised will increase customer retention rates. When customers receive an email with their name in the subject line, they are more likely to open it because they feel like it is directed specifically at them, making them feel special and like someone has taken the time to make their experience better. So when sending that do-not-reply email, be sure to take a second look and make it that little bit more personalised.