7 Steps to Drive Real Customer Support Improvement
Many businesses have the same goals: to restore and improve customers’ trust and improve their bottom line. However, restoring trust, as well as increasing the revenue stream, for some businesses seems impossible.
In such cases, customer service can be the solution. Without customer service, consumers will search online, calling, emailing, (after all these tools are very expensive) or even post on social media. A simple Google search for customer service help or case studies can lead you to hundreds of examples.
We have examined thousands of case studies and hundreds of case studies that both gave an overall assessment of customer service initiatives as well as how to verify and audit the actual data, as well as how to differentiate it. The key takeaways for managers are:
1. Customer service takes years to build trust with customers
A company provides outstanding service but two out of three customers never know about it. This may be the reason why only 37% of US businesses are serving their customers as they should. As you can imagine, this can have a very significant impact on your bottom line as 70% of customers form their opinions about you based on customer service.
In fact, 90% of consumers will simply stop buying from you if you don’t fix your service issues. The customer journey begins with a business statement describing what your organization does. This is vital because, in the post-internet age, your competitors have so much more control over customer perception and opinions.
2. It’s not a minor issue
Your customers need your help to validate their opinions because trust is a priceless asset. Without this, your real value proposition becomes blurred as to who are really accountable for your customers’ experience and therefore how much they’re going to take your word for it.
In the absence of security for your data, your competitors become better at collecting information than you. This gives them a competitive vantage over you and can present the most severe problem to the rest of the field as well.
3. Customer service dominates the top five business top trends for 2020
Today’s automation plays a major role in customer service and this makes up for most of the mistakes, as well as in the inability to build an excellent customer service culture.
Despite it, there are certain lessons companies can take away by looking at both case studies and performance metrics in finance, healthcare, insurance, government, etc. They can easily check if their strategies are working out in practice and simply using additional variables like agents’ response time, how they’re training them, the amount of advertising dollars they’re spending on customer service (both online and offline) etc. can also provide valuable insights into the real performance of customer service.
4. Conduct an audit of the customer data
Let’s say you own a software company. Your next step is to visit the website of your top competitors and see what they can tell you about your customers. Additionally, using sites like G2.com that provide aggregated reviews from customers of rival products can show what customers are finding to be valuable and where there may be potential missteps. Using this data, you can get access to valuable customer data points of competitors that you may use to improve your customer support, positioning, and also for better understanding of market dynamics.
Furthermore, if you’re already a leer in customer service, we recommend making sure you make a point of having several performance audits and reviews along the way. Having multiple auditing sessions along the line might have a huge impact on your bottom line and this certainly helps you save yourself time, energy and money on the process.
5. Know how to answer every question
Back to customer support solutions, the most important aspect of a successful customer-service process is being able to answer every question. In order to avoid questions, the rest of your communication should be about what you can do to fix it and how you’re going to do it.
In many cases, your customers prefer email and you try to answer some questions manually, like who can they call, how, what kind of questions or how they should respond to some specific questions.
By knowing and working through the questions and answers, you can then start compiling and building an internal knowledge base to help support your team. Furthermore, you can even use this to build a public facing self-service knowledge base that allows your customers to find the answers before contacting you, offloading common questions from your customer support team.
The key is to make sure that you also have a customer support solution such as Supportbench that will allow you to respond instantly and actually even facilitate some better answers.
6. Identify the key factors on customer satisfaction
The ability to enhance your customers’ health score is what’s defined as your company’s ability to live up to your customers’ expectation for what your company is best known to do. There are many different issues, like tracking your customers after getting an order, direct communication and change, resolving issues, or providing more coverage in the event of a claim. That’s why it’s important to look at a customer’s journey from the beginning and measure how you can help your customers. As part of doing so, it’s crucial to understand their pain points and understand what you can do to identify problems, tackle questions, and adjust your service.
Additionally, it is vital to view potential customer service challenges in perspective of your company and get your KPIs on a weekly basis. And before you can start looking at customer satisfaction, you have to see these issues as a business opportunity. So the first step of identifying problems is taking an eye-opening look at your customer satisfaction overall.
Business logic is at the root of every problem, and that’s how you first get to know your customers. It’s important to know what their feedback is and how you could be improving the way you engage with them. Without taking those first steps, you might fail to see the big picture and miss a great idea of how to take action.
Most industries today would be shocked by the fact that attention to customer retention is incredibly poor. According to the Customer Service World, more than 55% of Americans were unsatisfied with their customer experience in 2017.
And the fact that US customers use 27 customer service agencies because they aren’t getting the help they need has also skyrocketed. That’s why it’s vital to prioritize fixing those issues. What started as a mistake can really negatively impact the entire customer experience. It’s important to develop systems that match each and every employee’s needs so that you are doing everything possible to strengthen the relationship between you and your customers.
7. Get real on leading change
When it comes to effective customer service, leadership skills are a powerful part of it. Every time there is an issue with your business, it’s the responsibility of the business leadership to lead. You need to help shape the organization and help redefine the way customers interact with your company. Without change, you will continue to miss opportunities to build on your customer’s experience.
Customer satisfaction is the core of every relationship and for many consumers, that’s the number one touch point with your company. And in fact, even though those are two words that most companies don’t use in their daily messaging, people do use them.
Influencers are great to engage with your audience and you want to make sure they see value in your company. You must be there when customers want you to be there. And if you aren’t there, well that doesn’t translate to customer retention. It also means that you aren’t helping your customers get the service they need. They may be experiencing problems, but without knowing what you are doing, your next steps in communication may not lead anywhere good.
Once you know that 80% of all social media users dislike passive interaction and 85% of them are looking for engagement, you should be doing everything you can to satisfy that need. That is why being active with social media is crucial to customer satisfaction in 2020.
In some ways, a basic and simple guide to getting on social media that could improve your business. If you want to be there when people want you to be there, then you need to be there by listening to your customers and acting accordingly.