Mastering your customer’s journey
When you’re just getting started building a business, customer service is often the first and smallest thing you need to do. You need to understand how your customers receive their messages and what works best for your businesses and solutions. So, before diving headfirst into customer service, let’s take a moment to understand the different aspects of your customer’s journey, what you should be doing, and what not to do in this space.
What’s the secret to great customer service?
To build customer service into a strong foundation, you need to understand it in a certain way, and then act on the results of those insights. At Support Bench, we believe that great customer service means great customer insights.
While many CMOs may not know this, customer insight starts with a customer analytics study. That customer analytics study should offer valuable insights, including your most valuable customers. That said, very little of your customer’s data is out there.
Making sense of customer data
At a basic level, customer service insights are pretty easy. For example, if your company is looking to collect and analyze data from a single channel, a customer portal can play a role in getting you started. For small or relatively new businesses, listening to how customers interact with your product and services can provide valuable insight.
Another step is building good content around customers — whether it’s on their website, social media, email, or other channels. If you have a solid content strategy that focuses on what the different channels communicate, and the types of content that are most effective for them, it’s possible that you can access customer information to gain insights into your content’s impact.
Customers will tell you what they want
As part of your customer relationship management (CRM) strategy, you want to provide everything your customers want: more information, more options, and more things to do. So, the biggest piece of the puzzle is determining what they need and providing it to them.
A great example of this is by analyzing the overall brand experience. When customers download your app or website, they usually want to know when it’s a good time to come back, what “power metrics” they should track, and how to access content that aligns with their needs.
The customer experience is a highly personal one — and you shouldn’t ignore that message. Don’t make your customer feel like they’re yelling at you, or like you’re directing them to bad information.
Choose the right channel
One of the best ways to create a perfect customer experience is to choose the correct channel. When you choose the right channel to serve customers, you create a very important understanding of who they are and what part of your customer’s journey your customers are. If they’re not in your database, you’re giving them a very incomplete picture of what type of customer they are. The right channel allows you to pinpoint how your customers are doing, and what, if anything, could help them do better.
The right channel is the one that help them do more. When your channel offers something that helps them do something, it’s likely that this will be among the things that lead to positive outcomes for them. For example, if you provide a tool that helps an employee better use their time, that should be something you implement in your channel. That means you make a strong connection with the information on your channel, based on what you’ve gathered.
Utilize the tools you already have
If your brand is not exactly known for customer service, even the most basic resource can be used to grow the number of your customers you get. This means you make an effort to understand your existing customer’s profile and create a relationship with them, or better yet, find out what helps them do better.
As part of your marketing automation (MaaS) platform, you can share analytics about all your customers on the platform. Make sure they’re aware of these, too. You can then learn more about them, and your customer’s journey and as a result, provide them with useful insights into what can improve their customer experience.
Don’t waste time on service matters
Conventional customer service will be extremely frustrating. When you need to do something, you’ll find your customer waiting for someone to help you, and they’ll either take a deep breath or will get very frustrated. At Support Bench, we’ve all experienced poor customer service experience in our own lifetimes. As the owner of a successful business, there’s something you should never do. It’s never simple to solve a customer’s problem. Good customer service doesn’t just happen automatically. It’s always worth the time.