By
Nicole Fallon
Good news, business owners of today:
You're doing something right. In a recent survey by communications software
provider CorvisaCloud, 60 percent of consumers said they believe that customer
service overall has improved from 2013 to 2014.
Despite the resources a company
needs in order to keep up with increasing customer demands, smaller businesses
actually have an advantage over larger companies when it comes to providing
great service. And customers think so, too. Nearly 50 percent of CorvisaCloud's 1,200 respondents said small
companies provide the best service. A smaller customer base means a greater
opportunity to get to know each individual client, but it can also mean more
pressure to deliver what those customers want.
"The customer has more power
and choices than ever," said Don MacLennan, CEO of customer success
platform Bluenose.
"[With consumers'] ability to amplify their complaints and praises through
social media, [and] the lower barrier to switching [providers], modern
businesses can't get away with having subpar customer service."
Based on conversations with
executives who have mastered the art of customer service, here are five best
practices for keeping today's customers satisfied. [8 CRM Solutions for Small Businesses]
Hire great people
Smart business owners know that
top-notch customer service comes from top-notch people. Hiring the right team
and creating a people-first culture from the get-go is the best way to ensure
that your employees' good attitude impresses your customers.
"Hire and train the right
people to get better customer service," said Brandon Knight,vice president
of direct sales at CorvisaCloud. "Customers think small businesses have
more knowledge and are better prepared for dealing with customers [because they
have] a more personal touch."
Robin Copland, vice president of
retail for the Americas at agile development firm ThoughtWorks,
agreed, noting that company culture plays a big role in the level of customer
service businesses can provide.
"It's how they build their
stickiness factor," Copland said. "A culture that attracts people to
want to work for [the company] translates into better customer service. They
project [that culture] on customers."
Make a great first impression
In job interviews, romantic
relationships and business, your first impression can make or break a deal.
This is especially true when you're trying to attract and keep customers:
Recent research by customer-engagement company Thunderhead.com found that 20 percent of
customers stop trusting a company after one bad experience, and a quarter will
instantly switch brands. The brands that understand the value of a great first
impression come out on top.
"Perfecting the first
impression is crucial to any business given today's competitive
environment," said Matt Rizzetta,president and CEO of North 6th Agency
public relations firm. "Stay fully committed [to] making sure that
customers receive a memorable, impactful and enjoyable kick-off phase with
[your company]."
Rizzetta noted that his firm's
longest-standing and most profitable customer relationships are ones that had
incredibly strong starts. The difference between getting a customer off to a
"good" start versus a "great" start can make the difference
in a business's ability to scale over time, he said.
"Right out of the gate, a
customer needs to understand your commitment to their needs, level of
competence and ability to deliver what they're looking for," Rizzetta
said. "They need to develop an appreciation for your culture and what makes
you stand out as a service provider. There is no time to waste when it comes to
making a first impression."
Be proactive
Too often, customer service is
reactive; that is, a brand communicates with customers only when they reach out
with comments or complaints. When it comes to negative feedback, catching a
disappointed customer before that person has a chance to express his or her
displeasure can make all the difference.
"By the time the customer
contacts the company, it's usually because of a negative experience they've
had," said Rita Tochner,head of corporate marketing at contextual
marketing firm Pontis.
"The customer relationship has been compromised by this point, and in
competitive markets, the customer will go elsewhere. When customer service
management systems operate proactively with customer experience solutions and
are able to anticipate customer needs before they occur, you'll have a more
satisfied customer."
"Utilize Big Data and marketing
automation to proactively address the customer issues before they become a
major problem," MacLennan added. "For example, if you have a software
product and you know where a customer is getting stuck, you can use that
knowledge to proactively reach out to other users with emails or messages that
provide guides or walkthroughs."
Offer a seamless experience
In a world of constant connectivity
and mobile devices, customers interact with brands through more channels and in
more places than ever before. Today's top companies stand out by providing a
consistent experience through every single channel, whether it's in the store,
on the Web or through social media.
"We expect a lot more from the
brands and companies we interact with," Copland said. "The
omnichannel experience [is] where service breaks down. [Customer] experiences
are disconnected for the most part."
Copland noted that taking a
"360-degree view" of each customer is the best strategy for
connecting that person's multi-channel experience with your brand.
"Tie [the experience] together
in a more comprehensive way," he said. "Understand [customers] beyond
the four walls of the store, beyond the interactions with an associate or on
digital [channels]."
Treat customers as individuals, not
demographics
Until recently, the standard
approach to marketing was dividing customers into segments and using broad
demographic assumptions to serve them. Marketing has gotten much more
sophisticated and personalized, and customer service is following suit.
"Customers see themselves as
distinct individuals, and expect brands to see them this way as well,"
Tochner told Business News Daily. "Customer service tactics should be as
dynamic and agile as the customers they serve. This means utilizing solutions
that allow marketers to move past segmentation and to embrace
personalization."
One way to ensure a personalized
experience, and build loyalty, is to develop real, genuine relationships with
customers beyond their initial purchases.
"We see the most positive
results [when] customer engagement occurs throughout the entirecustomer
lifecycle," Tochner said. "Maximize engagement continuously and in
real time, according to the customers' regularly changing needs. Radio silence
for any industry should be avoided, and open lines of communication should
exist and remain open."
Originally published on Business
News Daily
By
Nicole Fallon, Business News Daily Assistant
Editor
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