When you step into a store, it is the first and the last impression that lingers most with the customer. And during the visit, the salesperson will pay attention to your questions. To get you to make a purchase, he or she will have to act in a very customer-friendly manner. Customer service is therefore being provided.
This also applies to purchases made via a webshop. If you have questions or complaints, the same rules apply. Assuming that you are speaking with a person and not interacting with an avatar.
In both cases, it involves answering questions, thinking along with the customer, analyzing and solving problems, and providing guidance. It is therefore more than just a sales pitch and moving on to the next customer. Investing in customers only benefits your image and will lead to more customers and revenue.
At the same time, there is commoditization, the market is flooded with products and services, there is an increasing demand for customer-specific product offerings, and fierce competition. This places significant pressure on customer service, the distinction between products and services, and the differentiation between added values.
The decline of mass communication
The era of mass communication reigned supreme is over. Brands could use this to boost their image or brand and relied more on word-of-mouth advertising. But with the arrival of
Social peer-to-peer technologies provide customers with more comparison material and allow them to form a better judgment than before.
Customer service as a marketing tool
In contact with a customer, the customer must be at the center. For example, the customer wants information about a product or service. This could concern usability, user-friendliness, warranties, but also problem situations. After all, the customer has the opportunity to verify your answer with knowledge gained via social media or from influencers. The customer may therefore already have prior knowledge of the product or service.
It is now up to you to openly inform the customer about all these matters during the customer service conversation. The customer senses being brushed off very acutely, and this will damage your company’s image, which in turn can result in a loss of revenue. So, what should you focus on to achieve a perfect customer service policy?
- Realize that the impact of good customer service on social media can be passed on to customers and prospects many times over. This is free advertising. It is essentially an investment in time, attention, and the customer. Because customers and prospects promote this for you among themselves via social media, the credibility of their mutual opinions will be greater than if you were to suggest otherwise.
- Customer service is an excellent opportunity to confirm the value of the product or service, thereby dispelling doubts for a prospect, for example. Put yourself on the same level as the customer and listen.
- The customer can sense whether you are genuinely interested in them or if you are just trying to get rid of them. If you are sincere with the customer, you touch upon their emotions, and that opens doors. The customer feels most at ease when you are genuinely interested. And when they feel that, business can be done.
- Time is money. That applies here as well. A customer service department that devotes more time and attention to the customer incurs higher costs simply due to the time spent. However, those costs are outweighed by the increased revenue resulting from good customer service.
- Use the software to present the digital customer conversations alongside the products or services to the customer or prospect. Ensure that the customer does not get the impression that the story was written by you.
- Analyze the socio-business conversations with the customer. Identify the products or services that score highly on customer engagement or problem-solving.
- Also analyze based on cultural backgrounds. Paying attention to the wide variety of cultures can improve the results.
- Develop the taxonomy and categorize. Think of resolved problems, complaints, expressions, unpleasant conversations, etc. Consider whether to post these results on social media.
- Create mash-ups and post them on the website. Be careful not to let it come across as ‘happy talk’, as that will have the opposite effect. Credibility is crucial here.
- If desired or necessary, contact the customer or prospect. This can be done by phone, online via live chat, social media, or forums. Most customers and prospects can almost always be reached. Initiating contact yourself creates more credibility and understanding. However, be aware that on forums, more people may be watching. Be alert to this, as they can make or break you.
- A negative image causes a lot of damage. So treat the customer like a valued reviewer, because ultimately they want the best service available. The customer assumes that ‘he who pays the piper calls the tune,’ and if the customer is not satisfied, a negative review can be written within minutes.
- Realize that you may not be the only one offering a product or service. And, if possible, be available as much as you can. Being available 24/7 is asking a lot, but consider it as a minimum.
- The customer or prospect compares their potential purchase on the internet with other providers. The purchase price, delivery speed, delivery costs, and warranty are aspects that are reviewed. Through these evaluations, it is possible to gain insights into why people buy from you.
- When a prospect places an order online, ensure that the basic information only needs to be entered once. It annoys prospects if they have to do this again every time.
- It is becoming increasingly important that you know what the individual customer wants. Naturally, the product or service is the basis of a purchase, but attention is increasingly shifting towards service. The reason for this is that one can often obtain a similar product or service from a competitor. Therefore, pay optimal attention to customer service. Ensure that the customer becomes an ambassador for your product or service.
