Multichannel customer engagement and personalized communication is central to the success of any company in today’s business climate.  Why? With the US being 102 percent wireless penetrated, and 72 percent of adults online using social networking sites, consumers are now in constant communication with both other consumers and brands. Companies need to utilize two-way communication with their customers to establish themselves as market leaders by delivering excellent, personalized customer interactions and service.  Unfortunately, many businesses don’t.

Everyone has experienced subpar customer service at some point – employees who don’t have an answer to your questions, being rerouted to different customer service representatives and dropped calls are issues we have all dealt with. Meanwhile, businesses create an abundance of stock rules and regulations but are still unable to listen to the needs of their customers and act accordingly.

When businesses view interactions though the customer’s perspective, they will find that delivering excellent customer service becomes second nature.  To help you and your team achieve this, here are three simple tips that are the crux to delivering an excellent customer experience:

1.       Treat every customer as a unique individual

Businesses should replace stringent rules with general guidelines that can be interpreted with a little bit of “old fashioned” common sense.  When a customer asks a question, a business should be able to address their needs on an individual level.  This process can then be assessed by creating customer journey maps that help identify the processes each customer must go through when working with your business. Every time an adjustment is made to the process, it is reflected in the map and businesses can track the results to see how they align with company goals.

2.       Stop and listen.

Just as you can tell when someone has placed their full attention on what you have to say, so can a customer. Employees and their supervisors/managers should practice active listening, whether this be in-person, over the phone, or online.  This strategy allows employees to address each issue as it affects the individual customer.  Actively listening and getting to the root of the issue at hand will help prevent the same problem from arising in the future.

3.       Look at the big picture.

When a company chooses to do nothing, such as not updating its contact center technology, utilizing mobile as a customer service channel, or bringing in new talent, they are providing their competitors with opportunities to steal business. Customers will take notice because the quality of their experience will likely be affected as well. However, if a company steps back and looks at the big picture, they will understand the ramifications of each decision with the knowledge that inaction is a decision unto itself, which can lead to unhappy customers.

Take the time to understand your customers, actively listen and don’t forget to take a look at the big picture. Businesses that take this approach will find themselves with a more satisfied customer base and ultimately, a healthier bottom line.