2018 has been productive and successful for those companies that made customer service their main priority and invested in it. According to Aberdeen there is a 92% retention among companies with a well-crafted customer service approach. Personalization is the key to success. Each customer interaction should be positive, genuine and focused on treating each engagement as a unique conversation. Customer service will remain a top priority for businesses in 2019.
It seems that only yesterday businesses won customers with their products or services quality. However, things have changed and customers stay loyal with companies due to the experience they receive. These 5 ideas will help you to keep up with growing customer experience demands in 2019.
Stay more customer-centric than profit-centric
Customer experience transformation takes years and much effort. According to Forrester research in 2019 up to 20% of companies will throw in the towel and give up trying to differentiate on the basis of CX. Instead, they will just try not to get worse and resort to price cuts to grow. However, they will lose their loyal customers who stay with businesses not because of price, but due to the experience they get. Focusing on customer experience will bring a long-term benefit while cutting prices will give a short-term gain on the way to the bottom. If you started working on improving your customer experience, arm yourself with patience and head toward selected strategy.
Talk to your Customers
To create excellent customer experience and choose the right customer service strategy you need to understand your customers on a deep level to stay connected with them. Deploying customer surveys will help you choose the right strategy for product and customer service development. Here are a couple of questions to ask:
- What attracted you in our product / service?
- What would you like to have improved?
- How likely would you recommend our brand to your friend?
- If you could describe our product / service in one sentence, how would you describe it?
- Could you provide the reason for our service cancellation? Did anything go wrong?
These questions will help to understand why your customers leave and what they would like to have improved in your products or services. In addition you will build tighter relationship and better understand your audience.
Listen to your customers
Customer feedback is number one driver to successful customer experience strategy. Your customers are glad to tell you where you need to improve and what they dislike about your services or products. Do not miss this precious opportunity to ask your customers then collect and analyze their feedback.
Train your customer service team
The team of professionals will soon become the team of customer advocates in your company. However, it takes time and money to grow such a team. If you invest in your employees’ education, you should do this across all departments, because each of them impacts the customer experience. Here are a couple of recommendations for your training workflow:
- Your team should know why your product exists, who it serves and what kind of benefits it brings
- Review and discuss customer journey
- Organize user research process and invite employees from different departments into it
- Share customer testimonials and discuss case studies
Value your customers’ time
Speed is one of the most important metrics in customer experience. Your customers hate waiting for the page to load or for your customer service team to solve their issue. The success can be achieved only if you value your customers’ time. At the same time friendly and convenient user interface saves not only time of your customers but also facilitates the workflow of your customer service team.
If your mission is to improve your customer experience, this is the task for the whole company and not only for customer service department. Establishing a customer-oriented culture starts at the top and needs to be integrated on all levels of your organization. A good customer-centric culture is your key to success in improving the overall customer experience.
Olga is a customer service expert and owner at Supportyourcustomer.com. She is writer and blogger on customer service and customer experience excellence.