According to a Global Customer Service Barometer study by American Express, just 7 percent of people felt that online customer service interactions went beyond what they expected. Additionally, one-third of customers reported that rude and unresponsive service representatives were the top reason for switching companies or brands. Making small, gradual improvements to customer service can help you gain loyal customers who may become your biggest supporters. Here are some suggestions for keeping your customers happy and making customer service your strongest marketing asset.
Get to Know Customers
Get to know your customers beyond just asking a few questions. Talk to them like friends and demonstrate that you really care about who they are and what they want from your business. Before selling his company, CD Baby, for $22 million, Derek Sivers told all his employees to answer the phone when customers called and engage in conversation to show they were truly interested. He attributes his company’s growth and ongoing word-of-mouth referrals to simply answering the phone and doing more than what other businesses do.
Say Thanks Without a Form Letter
Customers are accustomed to automated phone systems, email prompts and automated receipts. Stand out from your competition by sending a hand written thank you note to express your gratitude. Take it a step further and send a gift basket after an important meeting or closing a sale. Customers will remember you care when it’s time to renew service or pick up another product.
Make Refunds and Returns Easy
Giving customers the freedom to shop without worrying about shipping costs, refunds and returns can dramatically improve customer service perceptions. Zappos offers free 2-day shipping, free returns for up to 365-days and pays for shipping both ways. Despite never offering coupons or sales, they have a loyal following with billions in revenue and made Fortune Magazine’s list of “100 Best Companies To Work For.”
Empower Employees to Say “Yes”
Give your employees the freedom to say yes without fearing backlash from management. Go over a list of options employees can offer. Sonic Innovations, a hearing-aid manufacturer, gives customer service representatives the power to exchange products, send free batteries or make refunds at their own discretion.
Turn Loyal Customers Into Advocates
Turn customer service into a marketing tool and recruit your loyal fans as advocates. Companies like Skullcandy recruit their online sales force from their loyal customers and pay them with cash and rewards to answer chat requests from prospective customers. Their idea has satisfied customers passionate about their company and this idea can help convert new customers.
Offer Support on Demand
The Amazon Kindle Fire Mayday button instantly connects consumers to a customer service representative on live video. Customers can engage with a tech adviser and see the employee on the other end. This can help make a connection between the employee and the customer, and this also shows that there is a representative there to help—not zoning out on the phone with a script. Offer a live chat or video option on your site, or offer to video chat with a customer who needs some help and answer their questions.
